Pas Normal Studios expands international bricks and mortar retail footprint

Danish cycling apparel brand Pas Normal Studios has announced the opening of two more stores as the brand strengthens its international presence, opening retail outlets in key cities across the globe.

2023 has seen a Pas Normal Studios flagship store in Munich officially open on September 1st, and the latest addition, Singapore, is scheduled to open on the 30th of September at 01-04, 107 North Bridge Road, Funan – representing the brands third Asian store, joining Taipei and Seoul locations.

The two new stores bring the total number of flagship stores from the brand to 7 so far this year: San Francisco, Copenhagen, Mallorca, Singapore, Taipei, Seoul and Munich with additional stores in central Europe planned for 2024.

A host of events are planned in the lead-up to the Singapore store opening, including a programme of local rides, which can be seen on the Singapore Pas Normal Studios Strava Club, and via the store’s instagram profile.

In the US, the brand opened a San Francisco store earlier this year, and the US team is expanding with a new US General Manager just announced. More hires are expected in 2024.

According to Pas Normal Studios CEO Peter Lange, “We are now at a point where our global range of stores ensures that we are reaching a wide audience of cycling enthusiasts. Our stores are designed as a base for the local community to gather for ride-outs and social events. The space offers a possibility to connect with the brand and displays our latest collections. Our stores are important touchpoints between us and local communities, gathering feedback that helps us continue to develop technical apparel and meet the needs of our customers.”

Sustainability in focus

As the business grows it is also working to engineer in sustainability, with a stated commitment to benchmarking and producing a yearly Impact & Responsibility report. In line with the opening of bricks and mortar locations, the business has already transitioned to renewable electricity at four of six stores. For the third year in a row, the business reports it has also captured the entire carbon footprint of the operations side of the business.

Materials. Manufacturing. Partnerships

As members of the Sustainable Apparel Coalition (SAC) – PNS are part of the Strategic council and Top Action Club, working with stakeholders towards developing solutions to tackle the cycling industry’s biggest challenges. The business has:

• Shifted all cotton products to GOTS certified cotton
• Seen that all Tier 1 partners have signed the PNS Code of Conduct
• Collaborated with the “Who made my clothes?” campaign for increased transparency

The brand has also introduced a ‘pre loved’ sales portal, under the En-Route repairwear name, initially launched as a pilot in Denmark, and scheduled to expand to serve Germany and US markets.