Bike Republic’s Velorution Urban Cycling concessions will be opening in five John Lewis stores this year, as well as retailing through John Lewis’ high profile online site.
Opening at the start of November, Velorution at Peter Jones is John Lewis’ first bike concession as part of the deal, opening in the new sporting goods and lifestyle concept area at flagship store Peter Jones in Sloane Square, Chelsea.
Four more stores will open in the next 12 months.
The partnership is already underway online, including products exclusive to Velorution at John Lewis site.
"We are really excited to be taking some amazing bikes and accessories, many made in the UK to a new wider mainstream audience," said MD Jonathan Cole. "John Lewis’s reputation for great value service and quality of products is the same as Velorution’s. All bikes supplied via the online store will be delivered tested and 95 per cent built to ensure a great customer experience.
"We also have a strong focus on electric bikes with a comprehensive range starting at £995, and a whole new childrens lifestyle section with a great range of bikes and clothing."
"We are delighted to announce our partnership with John Lewis to present the Velorution products and experience to a brand new, nationwide audience. We kick off with two new Velorution stores."
Bike Republic acquired Velorution, located in the heart of West London, last year. Velorution was established in 2004. John Lewis has 43 stores in England, Scotland and Wales, the first opening in Oxford Street, London in 1864.
Brands represented at John Lewis include: