Assos cycling specialist to open first international store next week

By

Sandra Halliday

Published
Nov 9, 2016

Swiss cycling brand Assos is in the final stages of preparation for its first UK and first international store debut with the doors set to open late next week (November 18).

It is located in the St James’s Market area of Lower Regent Street, which is seeing a number of interesting retail developments at the moment. Jigsaw recently opened nearby and the new Assos store is almost opposite the Osprey London flagship.

The move into the UK reflects the expansion in the British cycling sector that followed the country’s success in the 2012 and 2016 Olympic Games and a general move towards greener forms of transport. More than 2m people travel by bike every week in Britain.

The store will offer the brand’s premium priced cycling clothes and accessories and has a number of unique features.

Designed by Ab Rogers, who is the son of architect Richard Rogers, one key feature is its “elliptical changing room” where customers will be able to try on clothes in a real world environment while seated on a Goomah racing bike.

CEO Phil Duff said the decision to open in London comes because the city “is the epicentre of fashion” and has an “ever-growing buzz around cycling”.