New York has it’s very own mobile bike shop. Founded by Jonathan Romero. In 2010 Jonathan moved to Germany and ended up working at his friend’s bike shop.

During a leisurely bike ride along Brooklyn Bridge Park, I noticed this eye-catching truck with German stripes. Contrary to my Italian instincts, I still pulled over to inquire as to their cycling services. I met Jonathan and his partner Anastasiia Chub, a talent in her own right. She manages the day to day operations and creative aspect of the business

I haven’t regretted it!

As an avid cyclist, I’m more than excited to share this business with all New York cyclists, as Jonathan and Anastasiia have been a life saver several times in our short friendship.

Jonathan, learned everything mechanically to do with cycling and quickly learned the cycling industry. “Working in one of Northern Germany’s busiest shops was a fantastic experience. Throughout the years my passion for cycling grew and I knew it was finally time to make this idea come true. I wanted to bring that experience from Germany here to New York”. Cycle Haus was born.

Cycle Haus - Mobile Bike shop — Jonathan Romero

DTM: Tell us your background and where you are from?

CH: I am a native New Yorker. In 2012 I moved to Germany for 3 years and ended up
working in a friend’s bike shop, a friend who turned into family. He taught and showed
me everything mechanically and on the business end of the cycling industry. Working in
one of Northern Germany’s busiest shops was a fantastic experience.

DTM: How long have you been cycling?

CH: I have been cycling since my childhood. My mom used to take me and my friends on
bike rides to Far Rockaway, parks and beaches. I even remember taking my bicycle late
night to go play soccer with my friends at Pier 40 – Fun times.

DTM: When did this idea come to you to create a mobile cycling shop and why?

CH: Throughout the years my passion for cycling grew and I knew it was finally time to make this idea come true. I wanted to bring excellent experience from Germany, here, to New York. After searching for a storefront and realizing that everything is way overpriced,
that our customer base would be limited to a particular area – I thought why not to go
mobile and be able to help as many people as I can.

DTM: What are some of the comments you’re hearing from your current clients?

CH: Our customers love convenience, that they don’t have to get out of their house, carry
bikes to the shop and wait for weeks to pick it up. We get most jobs done on the spot,
while clients spend time with their family or don’t get interrupted at their job. Also, a lot
of customers noticed that we are cheaper than their local bike shop, which I am happy
with since my goal is to bring cycling culture up in New York City closer to how it is in
Europe.

DTM: What do you want all New Yorkers to know about your business?

CH: We bring a fully equipped bike shop to your door or wherever you are on your bike ride. Now you can have your own support team whether you ride for the breeze, the fitness, the transportation or the suffering of it all – Cycle Haus will be by your side.

DTM: How do we find you or rather how do you find us?

Just Google us. We are always on the go and a lot of times our customers send
“spotted” pictures of the van on the streets to us. That’s funny, this is a small world.

DTM: Are your prices less expensive than going into a brick and mortar cycle shop?

CH: I would say – Yes. We are less expensive than other shops in the New York area, based
on our customers’ feedback.

A)DTM: Do you feel you’re in competition with the cycle shops?

CH: No, I do not. I do not like to look at it as a competition. We are all passionate about
cycling and are always looking to help grow the cycling community. There are more
than 8 million people in the New York City area and a single shop cannot service them
all.

DTM: What other items or services can I purchase from you or is it just for a quick
fix?

CH: You can purchase everything from nutritions, bar tape to freshen up your ride, a bicycle to cruise around town and all the way to a cycling support team that will keep your bike running, give you a boost over a hill, fuel you up, so you can ride further, faster and
longer.

DTM: What do you love about Cycling?

CH: The freedom it gives you.

DTM: Have you seen an increase or decrease in business since COVID-19?

CH: I have seen an increase in business for sure. I have a lot of calls from essential
workers, many of which understand the risk and do not wish to take public transportation,
that’s why first responders are always my first priorities. Also, sadly to say, I see that
people are stuck at home, can’t get their routine in and are looking for alternative
opportunities – finding their bicycles in their garages stuck for years and trying to get
some exercise in. That is why I get most of the calls today and am working some days
until midnight, trying to squeeze everyone in, to help as many people I can.

Cyclists, when you are on the road no matter where in New York, and you find yourself in need of a bike fix, pick up your phone and dial 516.412.9847.

BEFORE SOHO BECAME ONE OF THE PRICIEST –

retail and residential neighborhoods in New York, the large, cast-iron buildings housed factories on the top floors that were used for light manufacturing of household items, lighting, textiles, and fashion accessories. Those goods were then sold in the ground floor retail spaces.

In the 1960’s manufacturing started to give way to artists, who moved into the gigantic lofts because of the tremendous light, and the minimal rents. Though much of SoHo is now more reminiscent of a large, open-air mall, there are still pockets on the outer edges that recall those early days. It is in one of those pockets that Michele Varian has her eponymous design shop.

“I started my business from my loft in SoHo,” says Varian. “I worked as a fashion designer so I wanted to do something that I could self-finance.” Since Varian had fashion experience she had an understanding of textiles and she started with a business that was primarily wholesale. “I started doing these installation-type pieces. I was helping a friend who was getting married in their loft so I made massive cutout scrims that looked like trees and enormous mobiles with transparent and frosted plexiglass discs that reflected the light. I sold those in my first store, but I was mainly doing wholesale business.” Then after September 11, she decided to buck the current trend and open a retail store on “sleepy Crosby Street.”

“I was one of the first retailers on Crosby Street.

I made all of the pillows in the back of the shop, and I hired all of the seamstresses I had worked with in fashion.” Though she had a shop, Varian was mostly still selling her merchandise wholesale to stores like Barney’s, Nieman Marcus, and ABC Carpet & Home. Then the 2008 recession happened and things changed. “My showroom reps in Texas were doing tremendous business for me, and in the beginning of 2008 they abruptly shuttered. They had started to feel the pain from the recession before it happened here.”

In the meantime, ABC asked her to do a pop-up shop, and they placed her in a great location on the ground floor. “Up until 2008, wholesale carried the business, and I was a neighborhood store with regulars, a place where people stopped in to take a break. After 2008, my retail business took off, primarily because I have always had accessible as well as aspirational design. I never wanted to be one of those snobby SoHo shops where the staff glares at customers who don’t have enough money. We always had a neighborhood kind of vibe here.”

Curated Collection –

Michele Varian in her Howard Street shop (Above). Below, leather-clad mirrors and tableware by DBO Home, in front of wallpaper designed by Varian and printed by Chambord in Hoboken New Jersey.

Today, Varian’s Howard Street shop features an extensive, and colorful pillow library in the basement. She also manufactures her own lighting line in the shop and has a line of wallpaper that she designs, which is manufactured in Hoboken, New Jersey. She just started working with Two Trees in Brooklyn to create a furniture line, and designs jewelry and objets d’art, as well.

The shop also holds a beautifully curated selection of items from other artisanal makers like Bloomist, and DBO Home, which is arranged through Guesst, a system of “pop shares” that she created with fellow Detroit native Jay Norris. The system allows existing retailers and small, artisanal brands to connect. “Even doing a pop-up can be wildly expensive for a small brand.

We are hoping that Guesst will help brick-and-mortar stores to survive and still evolve with the changing times.” DT

Editor’s Note: Michele Varian has moved to 400 Atlantic Avenue, Brooklyn, NY 11217. At the present time, the physical store is closed due to COVID-19, however online ordering is available.

As seen in Downtown Fall 2019