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ASSOS of Switzerland, the cycling brand, will open its first international concept store on Regent Street, in the heart of London’s luxury shopping district


ASSOS is set take a significant step forward with the opening of its first flagship store outside the company’s Swiss headquarters. The store at St James’ Market, is designed to help cyclists find their perfect kit by providing the opportunity to road-test the performance-led range in store.

From launch of the first carbon fibre bike frame and design of world’s first performance Lycra® cycling shorts, to the more recent release of the Urban lifestyle collection, ASSOS has been contributed to apparel innovation for four decades. The new high-tech store maintains these design values and will house the full ASSOS apparel collection, helmets, eyewear and accessories.

 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”.

Designed by Ab Rogers, son of renowned architect Richard Rogers, whose portfolio boasts work with Comme Des Garcons, The TATE, the V&A and Conde Nast, the store opening heralds an exciting era for growth for the brand in an increasingly competitive market which sees more than two million people take to a bike every week across the UK.

The store will open to the general public on the Friday 18th November from 9am, with fitting appointments available daily.