New shop will open in St James' Market in early October

Just around the corner from the Rapha Cycle Club, and only a few doors down from premium Pinarello dealer the Bike Rooms, Assos will soon be opening its first UK “Experience Concept store” in St James’ Market on Regent Street in London.

As you would hope, the Assos store will sell the complete range of the Swiss company’s men’s and women’s products as well as sunglasses, helmets, and accessories, with there also being a room where customers can try on the kit while sitting on a bike to hopefully achieve the perfect fit.

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Assos is also trying to make the store itself a destination that riders will want to visit. The interior has been designed by the son of Richard Rogers, the architect behind buildings such as the Pompidou Centre, the Lloyds Building, and the Millenium Dome, with “engaging, tri-optic revolving banners, stretched height mid-floor rails and digital communication rails” around the store.

“We are delighted to launch our first ever UK store, right in the heart of London. The opening marks not just the 40th anniversary of the brand but the ever growing cycling community in the capital and across the UK”, said Assos CEO Phil Duff.

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“By opening our new store on Regent Street, we want to provide this community with the most technically advanced product, so they can get on with enjoying their ride. ASSOS is all about innovation and design and we’re sure our new store will bring this to life for our customers and help them to ‘Suffer in Comfort’.”

The new store will open in early October.