ASSOS to open first London store

Iconic Swiss cycling apparel brand ASSOS is set to open the doors of a new concept store on Regent Street, London.

The brand will mark its 40th anniversary in the industry with a significant step forward in opening its first flagship store outside of its Swiss headquarters. The shop, in the heart of London’s shopping district, will combine tailored customer service with the brand’s full range of products.

The landmark store at St James’ Market is designed to help cyclists find their ideal kit by providing the opportunity to road test the performance-led range in-house. This includes a specially crafted elliptical change-room complete with a sample of every garment in the collection.

ASSOS CEO Phil Duff said: “Wherever you live in the world, cycling is the best way to get from A to B; we firmly believe that performance and style aren’t mutually exclusive. London is the epicentre of fashion and the ever-growing buzz around cycling. 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.”

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

For more information on the brand, visit the ASSOS website here.