Online retailer takes advantage of the fixie boom with brand new physical store based in Central London

TokyoFixedGear heads to the streets

Custom bike creator and importer TokyoFixedGear is set to move into a physical store for the first time. Previously an online-only retailer, TFG is planning to open its new shop in November this year.

Located on the corner of Peter and Berwick Street in Soho, Central London, the two-floor site will provide opportunities to grow the business.

TFG’s Max Lewis told BikeBiz that the retailer is working on bolstering its brand list with new ‘big name’ signings before the store opening: “We are increasing the brand list big time with larger more prestigious brands, smaller hard-to-find brands and exclusive collaborations.”

Taking advantage of the growing sector, TFG revealed a physical store has always been planned: “We’ve always aimed to have a shop front. Our Japanese brands have wanted more presence in a physical shop and the clothes really need to be seen physically to be appreciated and sold. As do the frames.”

The physical store will also give the firm a chance to expand into other bike categories: “We will also be branching into road bikes, something that has been a part of my life longer than riding a brakeless fixie. We will have really great bikes in store from amazing vintage builds, Japanese track frames, hand-built frames from the US, and more.

“In short, we will be offering the best selection of modern fixed gear specific goods you can find in Europe, but we will want there to be something to appeal to everyone.”

While there are no plans for further expansion at present, Lewis wouldn’t rule it out: “Now I would say no, but I have no idea what could happen in the future.

“Fixies are booming currently and there’s no sign of this trend stopping any time soon. It will die down though, so what’s important for me is keeping TokyoFixedGear strong in the long run.”

Lewis gave us this pic of one of TokyoFixedGear’s builds; featuring a Supernaut frame from Tonic Fabrication built in Portland, USA, with customised artwork.

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