Iconic cycling brand ASSOS of Switzerland will open its first international concept store on London's Regent Street this Friday. The new high-tech store will house the full ASSOS range of apparel, helmets, eyewear and accessories.
The launch marks the brand's 40th anniversary as an industry leader, and, true to form, the ASSOS store will offer a unique experience with an elliptical changing room complete with racing bike. Customers can choose from samples of every garment in the collection, and test them on the bike to determine fit in the saddle before they leave the store - a feature that ASSOS say heralds "a new era of specialised customer service."
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.
"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."
He continued: "We are committed to developing the most technically advanced product and through our new retail experience, customers can rest assured they have chosen the perfect fit before they take to the saddle."
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.
Rogers said: "As a cycling enthusiast myself, I'm drawn to the unwavering commitment to performance and the attention to detail ASSOS invest in every garment. I wanted to designed a space that echoed this ethos, but importantly, also offered an innovative retail solution to guarantee customers an unmatched experience both on and off the bike."
The new ASSOS store is located at St James's Market, Regent St and opens to the public on Friday 18th November from 10am, with fitting appointments available daily.
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