BikeBiz Bicycle and cycling retail news
Van Rysel has opened its first store in London, housed in Decathlon Surrey Quays.
Custom-built to showcase its products in a unique setting, the new retail space is set to redefine the brand experience.
The launch of the Van Rysel store marks a significant milestone in Van Rysel’s expansion strategy, as it continues to broaden its reach.
Nicolas Pierron, founder of Van Rysel, said: “We wanted the store to be a tribute to Rysel, which means Lille in Flemish; the city where “Van Rysel” has its headquarters and bike factory. Lille is the capital of French Flanders.
“We are thrilled to open our first Van Rysel store in London. This expansion is not just about opening a new store; it’s about inviting more people to experience the rich heritage and superior craftsmanship that Van Rysel stands for. We are excited to share our passion for cycling with the vibrant cycling community in London and look forward to becoming an integral part of the local culture.”
Furthermore, Van Rysel has introduced its latest collection of premium bicycles and accessories in the UK market, featuring an exclusive line-up that includes RCR Pro Replica team bikes – currently being raced in this year’s World Tour by Decathlon-AG2R La Mondiale.
This is complemented by a selection of high-end road bike offerings, making it the most comprehensive Van Rysel assortment available at a single retail destination in Europe.
Alongside Van Rysel bikes and accessories, the outlet has been created to deliver expert guidance and professional bike fitting services with the brand hoping to provide visitors with a “bespoke retail experience for cyclists of all levels”.
Marc-Antoine Aubert, lead designer at Decathlon, added “We opted for a distinct and eye-catching layout, with a centralised podium that showcases the hero Van Rysel bikes in the range. Behind this is the welcome desk built from a material inspired by the famous showers of the Velodrome of Roubaix.
“Above the welcome desk is a large screen with a video playing that reflects and shines on the ‘miroir d’eau’, ‘reflecting water’ of the big podium – that is a tribute to two main architectural jewels of the Roubaix area, the Villa Cavrois and the Museum La Piscine of Roubaix.
“Finally, the central structure is made out of steel grating, which took inspiration from the wind tunnel where Van Rysel developed its bikes. Each aspect of the store was considered and we can’t wait to see how the public engage with the space.”
All images provided by ZF Media.
