// Selfridges branches out to cycling for the first time with the launch of The Bike Shop
// The shop will be located within the The Corner Shop space inside the Selfridges flagship on Oxford Street
Selfridges has branched out to cycling with the opening of its first-ever bike shop inside its Oxford Street flagship.
The Bike Shop is the latest concept to take over the department store’s The Corner Shop and will see the space transformed into an electric vehicle destination complete with e-bikes, apparel and exclusive gear.
Customers will be able to discover and try the bikes and accessories from brands like Mate X, Angell and Superstrata,
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There will also be a selection of push bikes from Veloretti and Cheetah, and even penny farthings from Richards of England in both adult and child sizes.
Meanwhile the accessories available include the Closca folding helmet, Ausair face masks that protect against harmful pollutants, and Litelok, the world’s lightest flexible high-security bike lock.
Selfridges said the products available would rotate weekly and will be available to test drive in a dedicated zone in the department store’s car park.
For customers unable to get to store, the range will be available to order on Selfridge’s website.
As well as offering the latest in e-bike technologies, the Bike Shop launches with a display of original penny farthings to showcase of the evolution of the bicycle from the 1800s to today.
The Bike shop will also host the world’s first bamboo workshop for making personalised 100 per cent sustainable bamboo bikes.
“With the nation’s renewed interest in cycling, now is the perfect time for us to launch The Bike Shop, offering a selection of the very best e-bikes and innovations on the market,” Selfridges technology buying director Martyn Stroud said.
“As well as being ideal for commuting, energy-efficient and emissions-free, e-bikes are a really fun way to get around town. We’re excited to welcome customers in-store to discover and try the bikes for themselves.”
The Bike Shop will run in The Corner Shop until August 16, after which it will move to a permanent location within Selfridges Oxford Street.