That magazine cover says it's a "commuter bike shop"- that description might indeed be like a store with all kinds of gear that bike commuters might be interested in- I can imagine a large variety of racks, panniers, lighting systems, rain gear, mapping systems, etc.... maybe stuff that most typical bike-selling focused shops would seldom want to have in great variety anyway.
Not knowing any more details than that, it sounds like a good idea whose time has come to me.