Velorution to open “urban cycling superstore” on former site of London Fields Cycles

Velorution of London is to open a 4,000 square foot retail store dedicated to urban cycling on the former site of the now closed London Fields Cycles.

The store, the latest in a string of openings for the urban cycling lifestyle business, gives Velorution a Hackney postcode. The last business to join the portfolio was Mosquito Bikes, which gave the business an expansion into performance cycling and pro bike fitting.

Gretta Cole, Velorution’s marketing director, told CyclingIndustry.News: “We are really excited to be bringing our great urban cycling brands to Hackney’s London Fields, which is such a vibrant area of London. The large format store at 281 Mare Street is housed in the Council and Museum space. The branch will house the very latest urban and electric bikes from our key brands, such as Brompton, Gazelle , Gocycle ,Linus, Pashley, Schindelhauer and Pelago. It’ll be our largest to date and will be one of two stores opening in January 2018 ,so its a very busy time for us. Our Great Portland Street and Islington stores have performed very well during 2017 and we have also seen substantial growth in our online business.”

Velorution’s is led by Managing Director Jonathan Cole, a serial retail entrepreneur who has scaled premium consumer propositions in the past. Over the last few years, as well as tripling the size of the business, he has focused on building a team around him to help rapidly expand the business and position Velorution as the world’s foremost urban cycling retailer.

Cole told CI.N the firm has achieved a stunning 60% sales growth year-on-year following the expansion.

The business has featured among our editor’s picks when flagging retailers whose experience is so strong customers desire to return time and again.