Assos to open first international own brand store on Regent Street, London

Assos of Switzerland will open its first international own-brand store on London’s Regent Street this Friday.

Boasting daily on site fitting, the St James’ Market branch will give cyclists the opportunity to road-test samples in an elliptical change-room. Encouraging buyers to sling a leg over on in store bikes, the firm will deal in both performance gear and the more recently developed Urban lifestyle collection.

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 is designed to be interactive and engaging for the customer.

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”.

“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”.

Open from 10am on Friday, customers can check in at St James’ Market, 18 Regent Street, London.