Firstly, I needed a target market and then brand the site to appeal to them as the current site doesn't have a strong identity. Evidence shows that gen x men (57-42) are the biggest biking group. The second task was to sort the menu. I simplified the categories and then used drop downs and flyouts where necessary.
The 90s are back including grunge. I went this route for a sense of nostalgia yet,with the colour palette, keeping the flavour of the location of the physical store.