The upmarket cycle clothing brand Assos is to open a store in the rejuvenated St James’s Market in London's West End. Other stores in the same development will include fridge maker Smeg.
Assos is Swiss, and has operated its own-brand store in Lugano since 2010. The "Assos Experience Superstore" is branded as mangaYio and this will also be the name for the London store. Richard Todd, sales and marketing director of the UK branch of Assos told BikeBiz that mangaYio is company-speak for "cycling Nirvana".
The brand began handling its own distribution in August last year. The change has seen Assos establishing a network of dealers across the UK, and Todd said the own-store is a "key part of the consumer focused strategy."
"All of the latest product lines will be available for purchase, as well as limited edition items," said Todd.
"Assos will also be regularly inviting cycling fans to join the team on relaxed and enjoyable bike rides starting from the mangaYio doorstep."
St James’s Market is close to Regent Street and will have five stores, seven restaurants, office accommodation and a new public square.
Sources: Assos, Road.cc & Telegraph.