By SARAH SHMERLING | Editor-in-Chief
Sunset Boulevard bike shop Kruse and Company has elected not to renew its lease after nearly two years in Pacific Palisades, pivoting its operations to a mobile business, effective September 1.
“We love being a part of this community, and we see an opportunity to bring the neighborhood bicycle shop to wherever it’s most convenient for our customers,” said Andrew Grove, who owns and operates the store with Tara Grove. “The mobile business will offer e-bike sales, bicycle repairs and be active at community events.”
Kruse and Company will continue to be an authorized dealer of “premium electric bicycles” crafted by “the world’s leading bicycle brands,” including Tern, Royal Dutch Gazelle, Riese & Müller, Stromer, Velotric, Yuba and VanMoof. The company also provides services and repairs for the brands it sells, as well as Bosch-equipped e-bikes and “many non-electric bikes.”
The process for customers looking to buy a new e-bike will begin online or over the phone. Kruse will then bring electric bicycles to the customer for a “personal test ride experience.”
“We know that everyone enjoys the ease of online shopping, but customers should be able to try these bikes before they make a decision,” Andrew said. “The test ride experience has always been a core part of our business, and what better way to try out a new bike than on the streets where you plan to ride most often?”
The company was launched by El Medio Bluffs residents Tara and Andrew Grove in 2022, who were inspired by their own personal experience with e-bikes at the time. The store opened in December 2022, celebrating a grand opening in March 2023.
“The Groves first decided to try an e-bike when their oldest child began kindergarten,” a statement said, “but the choice offered more benefits than they ever even imagined. Soon they were riding their e-bikes more often than taking their cars. The benefits of riding electric bicycles quickly sparked a new lifestyle for the whole family.”
The name originated from the owners’ youngest son, whose middle name is Kruse. The history of “Kruse” dates back to his great-great-grandfather, who was born in Denmark.
“The name was chosen to reflect the owners’ belief in the importance of family and in the hopes that they could help create a piece of the Danish bicycle culture in the Palisades,” according to the statement. “‘And Company’ was added to recognize the rest of the family, and to highlight that cycling is more fun in a group.”
Kruse is pronounced with an “s” (like Chris) instead of a “z” like cruise—“but the pun is intentional, and the occasional slip-up is embraced.”
Those who wish to visit the store at 15121 Sunset Boulevard—the space previously occupied by Puzzle Zoo Toy Store—are invited to before August 31, to “take advantage of special sales and discounts on bicycles and accessories.”
For more information about the upcoming mobile operations and special events, visit krusebikes.com.
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