Volume Lets Cyclists Get Great Deals on Wheels

One of the few bicycle dealers to offer hefty discounts in Southern California is Supergo.

The stores buy in such volume that the manufacturers permit them to reduce prices.

Supergo caters to the serious bike enthusiast, as well as to entry-level bike riders. With three stores in Southern California, it is the No. 1 volume dealer in the U.S. for five of the top bike brands, including Schwinn and Gary Fisher. For the new biker, the Specialized Hard Rock is popular because of its versatility. It retails for about $300, but Supergo sells it for $229.

Manufacturer buyouts of discontinued parts and accessories occur about three times a month and all are well below the original dealer cost. Mark-Down Madness sales run four or five days with price reductions from 10% to 70%.

Customers know that Supergo doesn’t waste any time putting its buying mistakes on the floor at super prices. It’s almost routine to find seats, handlebars and pumps for $1, or jerseys and shoes for $5. Recently, Supergo decided to dump its scooters; a $100 model is now $39.

Current deals include a $160 Giro helmet for $79, $45 Michelin tires for $20 and heart rate monitors for $59 instead of the regular $200. A catalog is mailed four times a year and is available free at the stores.

Supergo, 501 Broadway, Santa Monica. Other stores in Fountain Valley and Oceanside. Hours: Monday-Wednesday 10 a.m.-7 p.m., Thursday-Friday 10 a.m.-8 p.m., Saturday 9 a.m.-6 p.m. and Sunday 9 a.m.-5 p.m. Major credit cards. (310) 451-9977.

Weekly Supersale: The Cinema Glamour Shop monthly sale is Saturday. Apparel and furniture donated by people who work in the movie industry is reduced by half and then half of that. Coffee tables are $15-$25, 1960s-’70s vintage apparel is $5-$15 and men’s suits are $10-$20. Check out the $1, $3 and $5 racks.

The Cinema Glamour Shop, 343 N. LaBrea, Los Angeles. Sale is Saturday 10 a.m.-4 p.m. (323) 933-5289.

For more bargains, see bargainsla.com.