BikeBiz.com:

On a visit to South Africa, BikeBiz editor Carlton Reid talked to Ellen Feibig, co-owner of bike shop start-up Femme Sportif of Cape Town. Is this the first women-specific bike shop in the world?

South Africa isn’t just about blacks and whites any more, it’s now got a corner that is decidedly, proudly, defiantly pink. Femme Sportif flies against the anti-stereotype that says to make something into a woman’s product you paint it pink.

Ellen Feibig and her business partner Tanya Knight have thrown caution to the wind and made their new 105-sq m bike store into a den of girly colours. There’s a bright pink couch, and fittings clad in classy grey accents. To add to the femininity there are splashes of sparkly silver. And then more pink.

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