HoWB Dave, you are in the perfect place here to do some serious market research into what it is cyclists want from a bike shop. Why not tell us who you consider your target market to be, and if it includes the demographic here, we can help you fine tune your offering to our requirements. If you are going the Raleigh dealer route (ie Cyclelife, retailing only with a narrow selection of accessories) then we might not be able to help, though, but then you're competing with Halfords and Tesco and probably won't survive anyway.
You never know, after a few pages of discussion on you as a LBS and us as consumers, something may click that changes your fortunes
Thanks for the suggestion. My store is based in mid Wales and is intended to cater for road and touring riders, in addition to the MTB'ers that Wales is better known for. The store will be doing rentals (as soon as I have assembled the hire fleet).
The brands generally reflect this touring and utility riding aspiration with Dawes, Ridgeback and Saracen currently stocked.
Incidentally the trade has picked up as the publicity has had effect and the weather brought out the bikers.
Clothing has not yet been a major part of the business and only a few basic items of clothing stocked.
The store webite is here: http://www.heartofwalesbikes.co.uk
As far as the OP is concerned I have decided not to persue it in light of comments, although that is not to say that I am changed my views on the matter