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Updated with video: Brompton Junction store opens in London's Covent Garden

Store showcases folding bike brand and follows four others in Europe and Asia

Folding bike brand Brompton Bicycle has opened its first UK concept store under the name Brompton Junction. The store, which received its official opening last week, is in London’s Covent Garden.

It is the fifth Brompton Junction to be opened, the others being in Amsterdam, Hamburg, Kobe and Shanghai.

The store, located at 76 Long Acre, WC2E 9JS, is open seven days a week, and includes eye-catching displays of Brompton bikes and accessories and an interactive table on which customers can plan and order a bike to their own specifications.

It also has a canteen and workshop, as well as demo bikes that potential purchasers can take out for a spin.

Here's a video from the company of the store's opening.

Brompton Bicycle’s managing director, Will Butler-Adams, outlined how the store had come about : “Our first Brompton Junction opened in Kobe, Japan, two years ago, driven by the boldness of one of our keen dealers.

“Since then we have been desperate to open one in our home city.

“In London we want to put the Brompton, a humble bicycle, somewhere where people wouldn’t expect it, in famous Covent Garden.

“We want more people to realise that riding a bike in a city is for everyone, six inch Louboutin heels, funky Paul Smith jackets – they all work.

“Through the Junction we want to not only get Londoners on bikes but also show visitors from around the world how the Brompton can transform the way we get around cities.”

Store manager, Greg Sanderson added:  "We hope visitors will be excited and intrigued by the space; the team at Brompton HQ have come up with some typically quirky additions – from a custom made main frame chandelier to a graffitied London scene, there are loads of little details which add to the experience.”

The store will also act as a meeting point for group rides, as well as hosting events including talks from what the company describes as “influential Bromptoneers.”

bromptonjunction.com

Simon has been news editor at road.cc since 2009, reporting on 10 editions and counting of pro cycling’s biggest races such as the Tour de France, stories on issues including infrastructure and campaigning, and interviewing some of the biggest names in cycling. A law and languages graduate, published translator and former retail analyst, his background has proved invaluable in reporting on issues as diverse as cycling-related court cases, anti-doping investigations, and the bike industry. He splits his time between London and Cambridge, and loves taking his miniature schnauzer Elodie on adventures in the basket of her Elephant Bike.

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