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news
assos store2.jpgAssos store to open in London's West End this month (+ video)
High-end Swiss cycling clothing brand Assos will throw the doors of its new store in London’s West End open to the public on Friday 18 November.
Located in the new St James’s Street Market mixed-use development on Regent St, just a few metres up the road from where Pinarello has its London store.
Quoted on the website theindustrylondon.com, Assos CEO Phil Duff said: “Wherever you live in the world, cycling is the best way to get from A to B and we firmly believe that performance and style aren’t mutually exclusive.
“London is the epicenter of fashion and the ever-growing buzz around cycling and we’re thrilled to bring our passion to Regent Street.”
The store has been designed by Ab Rogers, son of superstar architect Lord Rogers, and who is a bike rider himself. He said: “I wanted to design a space that echoed this ethos, but importantly, also offered an innovative retail solution to guarantee customers an un-matched experience both on and off the bike.”
Announced in January this year, it’s the first international store for the company, which already operates one in Lugano, Switzerland, and will showcase its full range of clothing, accessories, helmets and eyewear.
The store will be open 7 days a week:
Mon-Friday 10am -7pm
Saturday 9am -6pm
Sunday 12pm -6pm
> Assos to open new “experience concept” store in London
Here's the brand's teaser video for the store.
Simon joined road.cc as news editor in 2009 and is now the site’s community editor, acting as a link between the team producing the content and our readers. A law and languages graduate, published translator and former retail analyst, he has reported on issues as diverse as cycling-related court cases, anti-doping investigations, the latest developments in the bike industry and the sport’s biggest races. Now back in London full-time after 15 years living in Oxford and Cambridge, he loves cycling along the Thames but misses having his former riding buddy, Elodie the miniature schnauzer, in the basket in front of him.
Latest Comments
- mark1a 11 sec ago
I tried something similar with some timber and a pair of Delta hitches, with limited success, and so for people like myself with minimal (zero)...
- Quiddle 8 hours 28 min ago
In defence of Aldi, my local store posted notices inviting cycle owners to bring their bikes with them whilst shopping after a spate of bike thefts...
- chrisonabike 9 hours 24 min ago
If you haven't been it's recommended! An epicentre of beer diversity - there's probably nothing they haven't tried in the beer from spices to...
- David9694 10 hours 4 min ago
You and a friend have won first prize, a day out at Diddly Squat Farm.
- matthewn5 10 hours 11 min ago
Does not compute! If you ride a lot you're going to be boiling your chain every week or every fortnight.
- AidanR 10 hours 12 min ago
Let's hope it's another 4 years until she tweets again
- Andrewbanshee 10 hours 40 min ago
Tbf where I live 2 way roads look exactly like the one pictured.
- Rendel Harris 10 hours 39 min ago
Unless your formative cycling years were in the '80s and you grew up copying the hand either side of the stem position of greats like Lemond and...
- john_smith 11 hours 37 min ago
You're right--that was the other one. The relevance is that people keep complaining about how damaging the platform is, yet they carry on using it.
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9 comments
The left turn filter onto Commercial Street is green. Straight ahead down Shoreditch High Street is red.
Must have been filmed about 3am on a Bank Holiday Monday morning in order to have the streets that empty!
'Assos CEO Phil Duff said: “Wherever you live in the world, cycling is the best way to get from A to B"'
Yeah, take that skyscanner.net!
Why isn't he using the bus lane / cycle lane...?
I thought too the Assos store was meant to open last month.
I will take a look around but I think will stick to Rapha.
God what an awful video. I mean partly it's the glaring inconsistencies - he passes the Natural History Museum on Cromwell Road, West London before riding south down the A10 at the Commercial Street / Great Eastern Street Junction (east London!) before appearing in Brick Lane (500m east of the A10), riding south over London Bridge and then somehow popping out heading north up Waterloo Place / Regent Street!
While doing this magical place-hopping, he's wearing all black, riding a brakeless fixie up the middle of the road and then at 48seconds he junps a red light.
But he looks SO cool while doing it so that's all OK.
Think I'll stick to the Rapha store over on Brewer Street.
Have another look, it looks like the light is on green to me..
Maybe they cut the bits where he's using those London Underground hyperspace portals we weren't aware of. There's a couple on the London Zwift course. You can get from central London to Box Hill in a few hundred metres - honest.
Good coffee at Rapha.
I take your point about the RLJ, but don't ever watch "Morse" if you want to learn about the geography of Oxford.
Any colour as long as it is black with white crosses.