As far as shops go, it doesn't seem any different than others, in terms of what it looks like. It does have an unusual selection of brands, for sure, compared to other places, although they do sell Giants. And lots of stuff for commuters. What was different was that they were nice, didn't make me feel stupid, and they listened.
We are looking at Seven next. Obviously, the factory is nearby, but you still can go to a dealer; there's a shop in a close by location that can do the fitting and place the order, which is a fairly complicated process. I think my DH is leaning toward the Seven...