From someone who has done a bit of research here let me tell you.. You may WANT to carry a certain brand, but that doesn't mean they will sell to you or let you become a dealer. It's very political out there. Sort of a nightmare actually. "well if your gonna carry so and so then you can't carry us".. I think it's gotten worse the last few years. I've notcied that the new shops have a harder time picking up multiple brands, but the older shops seem to carry multiple brands? That may also have something to do with a long term reputation as well.
There is a great shop in the San Fran area that caters to women. It's called See jane Run. You might want to check out their website.
I'd say the one thing I'd like to see beside a huge selection is a NICE welcoming staff. A staff that makes you feel comfortable when you enter the store. There is a big local chain here in the Phoenix area that I avoid like the plague because they are so arrogant. They seem to look down their nose at me. Thats why I love Trisports in Tucson so much. Even though they carry high end stuff they are nice and helpful! I actually drove 2.5 hours to buy my bike, and didn't mind in the least bit. It's all about service! Provide it and a decent price and you'll be golden!