Assos set to open new “experience concept” store in central London

Premium cycle clothing brand Assos has revealed it is opening its first “experience concept store” in St James’s Market, London, the first such store outside of Lugano, Switzerland.

The store, which opens later this year, will follow the trend for the intriguing names the company uses for its garments, and be called mangaYio in London. Nope, we’ve no idea either. It’s the first such store of a planned network of select dealers across the UK, part of the company taking its distribution in-house.

“Through launching a standalone ASSOS store in this prominent part of London, our aim is to further build awareness around the brand, its Sponsor Yourself philosophy and encourage new customers to experience our products, opening up at the same time new opportunities for our dealer network countrywide,” says Richard Todd, Sales & Marketing Director ASSOS SBO UK.

As you'd expect, you’ll be able to purchase Assos products at the store, as well as limited edition items. Assos aims to use the new store as a social hub for regular bike rides as well. Assos is starting to raise its profile in the UK after a few years when it has seen its market share challenged by the likes of Rapha and Castelli. It's sponsoring the popular Battle on the Beach race and is supporting Bruce Berkeley. 

Assos will no doubt be looking at the success of the Rapha Cycle Club, which combines a shop selling the latest clothing from the London-based company, as well as a cafe and starting point for many organised and regular bike rides.