Soho Bikes, a new London cycle cafe co-owned by MTB legend Rob Warner, will open tomorrow at 26 Berwick Street.
The store will stock the likes of Giant, Cotic, Genesis and Santa Cruz, as well as clothing from Troy Lee, Giro and Five Ten. Components and spares from Bos, Rock Shox, Schwalbe, GoPro and Shimano are also stocked and can be fitted by the in-house workshop.
Soho Bikes also partners with major cycle-to-work schemes to make many of the bikes more accessible.
Tomorrow's launch party, beginning at 1pm, will see one visitor win a bike, while a 15 per cent discount is on offer for any spend over £50, as is a free goody bag.
Rob, the three times UK mountain bike champion, is still at the heart of the cycling scene as a Red Bull cycling
commentator and has decided to bring his offbeat style to Soho, while partners Nick and Tom have said goodbye to their office jobs to pursue their passion for all things two-wheeled.
For those going only for the coffee, locally-roasted Ozone coffee will be prepared by dedicated baristas, alongside a selection of freshly baked treats.
Soho Bikes is open 7 days, 8am – 8pm weekdays, 10am-7pm Saturday, 11am – 6pm Sunday.