Since opening in 1936, James Vincent Bicycles in North Bergen has expanded from replacing bicycle tires and chains to housing hundreds of models, sizes, and colors of bikes.
James Cerullo’s father, for whom he is named, opened the store 73 years ago, during the Great Depression. The elder Cerullo called the shop James Vincent, his first and middle names.
“At that time you did whatever you had to do to survive, and [my family] was mechanically inclined,” said Cerullo. “He knew what he was doing and he would fix bikes for people, replace tires, and it just grew from there.”
Cerullo said that during those hard times, people couldn’t afford gasoline and began to ride their bikes more.
Years before starting the bike shop, the elder Cerullo had started a driving school, which only closed 12 years ago.
“He used to teach driving for the [car dealerships],” said Cerullo. “People would buy a car and at that time they didn’t know how to drive usually, being that it was their first car, so the dealer would pay for the lessons and [my father] would teach them in their car. Then the sales of cars died and no one had money for gas, and he started selling bikes.”
Road lessons were once only $2 each, according to a post card from that time.
The younger Cerullo, now 62, began working at the bike shop when he was 12 years old. He became the owner of the shop in 1968, the year he began renting bikes.
Cerullo’s North Bergen location at 8505 Bergenline Ave., which was originally a few doors down before moving in 1939, has 6,000 square feet and 500 bikes on display, along with accessories. His Jersey City location at 351 Palisades Ave. opened last year after Cerullo closed down a different shop in that city in 2004. The new one has 150 bikes on display.
While his three children have all gone into separate business ventures, Cerullo said that he never thought twice about continuing in his father’s footsteps.
Things have changed
Cerullo said that when he began working at the shop, bikes were one size, and there were only three models – a coaster brake bike, a three-speed bike, and a couple of road bikes.
Now there are mountain, fitness, comfort, hybrid, and road bikes made out of various materials. Most of them come in six to seven different sizes.
“Then the sales of cars died and [my father] started selling bikes.” – James Cerullo
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He said today people more conscious of their carbon footprint have begun to commute with their bicycles. Cerullo said that his customers are taking advantage of a Hudson Transportation Management Association’s program which will pay for a yearly tune-up for Hudson County residents who live and work in the area and commute with their two wheels.
Cerullo himself bikes for local errands.
“I might leave my car parked for five days straight,” he said.
All about mechanics
Cerullo said that mechanical skills have helped his father’s shop endure. He said some people purchase bikes at “big box” retail stores only to realize that bicycles need servicing and they do not know a good mechanic.
“With us, we have five mechanics that are working with experience,” said Cerullo. “It doesn’t matter when you come in; you have to have a good mechanic take care of it.”
Both locations provide maintenance. He said that two of his mechanics are pro bikers who sometimes clock in 80 miles before even getting to work, and other employees have stuck with him for more than 20 years.
He said former residents will still travel some distance to purchase bikes from his store, but his customer base is mainly in Hudson and Bergen Counties.
Even with his customers’ solidarity, he said that the shop is only busy five months out of the year. The rest of the year, they “hang on,” he said.
Tricia Tirella may be reached at TriciaT@hudsonreporter.com.