Member Article

Iconic Swiss cycling brand to open first outlet on Regent Street

Cycling brand ASSOS of Switzerland is opening its first international store in the heart of one of London’s most popular shopping districts.

Opening at St James’ Market on Regent Street, the new store will be the first time the company has ventured outside of its native Switzerland, bringing its specialised cycling customer service and high-end apparel and accessories to the West End.

Designed by Ab Rogers, son of architect Richard Rogers, the new concept store will feature what is described as an ‘elliptical change-room’, allowing customers to try out the range of high-end garments while sat on a Goomah racing bike.

ASSOS Chief Executive Officer Phil Duff commented: “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”.

“From professional and avid riders through to the weekend warrior, the ASSOS range is designed to allow cyclists to focus on the ride, whether that be at a competitive level or simply on the daily commute to work.”

The launch comes as more than 2m take to their bicycles every week in the UK, while the introduction of initiatives such as the Cycling Superhighway to London’s streets and cycle to work schemes have meant cycling use has boomed across the capital in recent years.

ASSOS opens on Friday 18 November.