Iconic cycling brand ASSOS of Switzerland is making its international debut in London’s Regent St precinct, with a brand new concept store opening on November 18.
Marking the brand’s 40th anniversary, ASSOS has been at the forefront of cycling and cycling apparel innovation – from launch of the first carbon fibre bike frame and design of world’s first performance lycra cycling shorts, to the more recent release of the urban lifestyle collection.
ASSOS’ new London shop is located at St James’ Market, housing the full ASSOS apparel collection, helmets, eyewear and accessories.
It will also be designed to help cyclists by providing the opportunity to road-test the range in store, as well as an elliptical change-room – complete with a sample of every garment in the collection – which gives customers the opportunity to trial the range on a Goomah racing bike in order to determine the fit in the saddle before purchasing.
ASSOS chief executive Phil Duff said London was the epicentre of fashion and has a growing buzz around cycling.
“We’re thrilled to bring our passion to Regent St,” he said.
“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.”