Today Electra Bicycle Company shared its plans to move back to the beach where the organization started more than 20 years ago in Encinitas. Best known for its retro-inspired beach cruisers and Townie bikes, Electra will call 1010 South Coast Highway home as early as October 2014.
“Electra started on the sandy beaches of Southern California, and we felt it was time to get back to our roots,” said Kevin Cox, president of Electra. “Our new building was a grocery store back in the days of black and white pictures… We’re excited to be working with the City of Encinitas to help get the building restored to its original facade, but the interior will be reimagined in a way that amplifies the Electra way to roll and brand vision.”
Departing from corporately structured Vista, the downtown Encinitas space will serve as the Electra’s global headquarters. Elements of the 10,000 square foot facility will be maintained such as the front façade, brick and mortar walls and high arched ceiling. In addition to being the brand’s center for design and innovation, the building will include a showroom featuring product, offices and meeting spaces.
Electra Bicycle Company has hired San Diego firm Luce et Studio to design the new space.
“Our sweet-spot as architects is tackling creative workspace for forward-minded companies,” said Jennifer Luce, principal architect at Luce. “Good design happens first and foremost because of visionary clients. The passion that Electra’s people bring to the table is intoxicating. Combine this energy with a Highway 101 beach context and a stunning building shell; the result is sure to be innovative….and incredible!”
Joining the likes of Nixon and Arnette, Electra is contributing to Encinitas’ economic development and their desire to attract action sports companies. Electra employees look forward to having the beach within walking distance, working in a bike-friendly city and being closer to public transportation. Over 75 percent of employees will now be able to commute by bike, train, bike or foot to work.
Electra Bicycles are available in 19 retail stores countywide and more than 1,000 countrywide.
—Electra Bicycle Company
Get more local news delivered straight to your inbox. Sign up for free Patch newsletters and alerts.
