This September, ASSOS of Switzerland will open its first Experience Concept store in the UK.
In the same year that the cycling brand celebrates 40 years as a brand, the retailer, based in Ticino “Terra di Ciclismo/Land of cycling”, Switzerland, will open a mono-brand store marking the next major milestone in the company’s future.
Throughout the store there are a series of features that support these garments and work together to communicate the ASSOS story. The store also includes an elliptical stockroom-cum-gauging room, where customers can trial the product whilst sitting on the bike to ensure the perfect fit.
“The main inspiration behind our design is the extraordinary brand and the garments they produce, driven by their passion for detail and for achieving the highest possible performance on every level. The process of distillation and refinement that underpins their principles and drives their design is truly inspiring to me.”
ASSOS CEO and long-time brand advocate, Phil Duff commented on the opening: “We are delighted to launch our first ever UK store, right in the heart of London. The opening marks not just the 40th anniversary of the brand but the ever growing cycling community in the capital and across the UK. Whether it is on a competitive level, or the daily commute to work, more and more Londoners are opting for their bikes when travelling around the city".
Duff added: "By opening our new store on Regent Street, we want to provide this community with the most technically advanced product, so they can get on with enjoying their ride. ASSOS is all about innovation and design and we’re sure our new store will bring this to life for our customers and help them to “Suffer in Comfort”.
The store will open to the general public in September 2016.