I like to think of Dead Sailor as a brand rather than just a BMX Shop. Something that customers can get stoked on and want to buy into.
Pete Wallwork
Dead Sailor
Describe your shop in 100 words or less.
Dead Sailor is by far the best BMX shop in Cornwall! Haha! We just stock what we are stoked on and we don’t push anything we wouldn’t ride ourselves. Rider run is chucked around a lot but it makes all the difference and we are definitely that!
How’s business?
It’s good! To be fair even if it was quiet I’d be stoked just to hang in the shop.
How long have you been trading?
We’ve been in our current shop for 2 years but I set it all up out of Clive Mitchell Cycles back in 2012. Shout out to those guys!
Who are you customers? Locals or online?
It’s a pretty even 50/50 split. Since the shop moved we’ve definitely seen more local interest which is rad.
Whats the scene like in your area?
It’s the best! Such a varied bunch of riders and Cornwall has an unreal amount of good spots, from The Track in Portreath to Mount Hawke Skatepark. I think we have the most concentrated amount of outdoor concrete parks per county in the UK?
Why start a bmx shop?
So you get to live the freakin’ dream!
What factors are impacting the bmx market right now (in either positive or negative ways)?
The rise in popularity of bowl and trails riding is definitely helping us out as that’s what we love. It’s way easier to sell stuff that you are into! Discounting online is pretty full on and trying to compete is a heavy task but we’ve focused on what gets us stoked rather than just selling anything and it’s paying off.
Do you get support from the distributers you deal with? Is this important?
The distros are the main dudes! We get so much help from everyone. It’s one big family and we all try to help out where we can. In particular, 4Down and Seventies are always awesome to deal with. It’s not all business and sometimes just ring for a chat and a catch up.
What’s selling well?
Bigger geometry frames like S&M CCR, Mutiny Death Grip and Cult Corey Walsh are super popular at the minute. Everyone loves going fast and high!
What’s not?
Oil slick parts, thank god!
What do you do to make you stand out in the bmx shop crowd?
BLACK! Haha. I like to think of Dead Sailor as a brand rather than just a BMX Shop. Something that customers can get stoked on and want to buy into. I’m into all things rock n roll and I like to sneak that into what we do.
What’s your biggest challenge business wise?
Competing with the big boys is always a challenge but we like to keep our heads down and just keep doing what we do. Seems to work!
I always see you posting some great stuff online. How important is Social media to businesses like Dead sailor?
Social media is one of the main reasons we’ve been able to grow to where we are now. It can have its downsides but overall, it’s a great tool to reach the right customers and get our stuff out there.
Do you have to tread a fine line between posting rad content and product shots?
I think you can go too product heavy so I try and lean towards rad photos and videos of our team shredding. I know I’d definitely rather see riding than products! Haha.
When was the last time you went riding?
Last night! I always try to get at least one ride in a week.
What’s the best bargain in your shop right now?
We’ve still got some £10 tees on sale so they are a hell of a bargain! We’ve always got some rad deals on so well worth checking the site now and again.
Are you happy running a bmx shop business?
Hell yes! It’s the dream. I mean come on, you get to be surrounded by what you love every day. What can be better than that!?
Why should people shop with you?
We are pretty on it when it comes to online orders and we pride ourselves on getting peoples goods out quick and correctly because waiting sucks! In-store we are open and friendly, no elitist bullshit. We are stoked on getting people stoked! Dead Sailor for life