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Brooks open London concept store

Brand most famous for leather saddles now have a shop in Covent Garden

Brooks have opened their own concept store in London, selling their complete range of saddles, bags, clothing, and other components and accessories.

The store, situated in Seven Dials, Covent Garden, is called B1866 and it began trading on Saturday. 1866, by the way, is the year in which Brooks was founded in Hockley, Birmingham by John Boultbee Brooks.

As you might expect from a brand like Brooks, B1866 is a classy, traditional-looking joint with everything very neatly displayed. Brooks themselves are referring to it as the Brooks Cathedral. The large range of leather saddles for which Brooks are best known, of course, get pride of place.

Brooks make more of their heritage by displaying photos of John Boultbee on the walls.

The shop sign is made from copper – an allusion to the copper rivets used in Brooks saddles – and it’s a theme that continues inside.

As well as the saddles, Brooks have a large range of bags, covering everything from backpacks to panniers, and it’s all on display at B1866.

B1866 is located at 36 Earlham Street, Seven Dials, London WC2H 9LH. It is open 10am-7pm Monday to Saturday, and noon until 6pm on Sunday.

For more info on the Brooks range visit

Mat has been in cycling media since 1996, on titles including BikeRadar, Total Bike, Total Mountain Bike, What Mountain Bike and Mountain Biking UK, and he has been editor of 220 Triathlon and Cycling Plus. Mat has been technical editor for over a decade, testing bikes, fettling the latest kit, and trying out the most up-to-the-minute clothing. We send him off around the world to get all the news from launches and shows too. He has won his category in Ironman UK 70.3 and finished on the podium in both marathons he has run. Mat is a Cambridge graduate who did a post-grad in magazine journalism, and he is a winner of the Cycling Media Award for Specialist Online Writer. Now pushing 50, he's riding road and gravel bikes most days for fun and fitness rather than training for competitions.

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