Assos 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.