MAAP announces EU growth, opens LaB concept store in Amsterdam

Melbourne-based cycling apparel brand MAAP has announced plans for its first MAAP LaB concept store outside of Australia, with a location set to open in Amsterdam, the Netherlands, in late 2023. In line with plans for the new store, the brand has announced a wave of recruitment in Europe as it looks to continue its investment in the European cycling community, as well as growing its retail network.

The LaB concept, one built on the acronym for ‘Life Around Bikes’, embodies MAAP’s connection with the local cycling community, a place where creative culture meets cycling. Having launched its inaugural bricks and mortar concept store in Melbourne, MAAP is looking to expand this footprint into Europe this year with a new LaB on the continent.

Oliver Cousins, MAAP Co-Founder, commented on the next steps for the LaB concept. “Since launching our Melbourne LaB last June, the response from the community here has been humbling. The team developed a vibrant hub of activity which brings together people from different creative backgrounds in a space that lives and breathes all that MAAP’s commitment to the art and progression of cycling.”

“We’ve been looking at a number of locations globally and shortlisted several for future LaB locations – we’re excited to say Amsterdam is our next destination.”

The brand highlights that each MAAP LaB is a reflection of its surrounding environment, where a life around bikes is a feeling we all share, as a global community, but one which is also an experience that’s completely unique to the pace and perspective of the local community. The new Amsterdam destination will be no different in this respect, with a meticulously chosen site and location, creating a destination for the creative and cycling community of the Dutch capital city. The LaB concept store will also host events, rides, cross-industry collaborations and much more alongside the apparel for which MAAP is renowned.

MAAP is currently hiring for a number of roles in Amsterdam as well as across the brand’s wider European and international teams. This includes a new UK / European Marketing Lead – here, as well as several other positions over the coming 12 months to support MAAP’s investment in the European and US market.

All MAAP roles present and upcoming can be found on the brand’s LinkedIn page here.

The announcement follows recent news that brands growth path has seen it invest in talent across a number of key departments, including Marketing, Design, Innovation and Business Development.

In the UK the business has also announced its first North of England retail partner – Specialized Concept Store Harrogate. With a 60% male / 40% female range of clothing on display, the store team launched the range with a coffee and rides based event.