New shop capitalises on Euro urban cycle chic

There Cycling of West London specialises in fully-equipped roadsters, cargobikes and other 'normalising cycling' products.
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There Cycling is on Hanwell, Ealing, in West London and has been open since February. The shop is having an official 'grand opening' on 15th April.

Owner Jim Kent said: "We don't stock racing bikes, mountain bikes or 'hybrids. There's no Lycra in store either or overtly reflective clothing. We're more about riding a bicycle in the classic manner and we want to encourage bicycling as a stylish and elegant means of urban transport."

There Cycling stocks bikes from Pilen Cycler of Sweden; RetroVelo from Germany; Avenue from Denmark; Cooper and Pashley from the UK; Azor and Bakfiets from the Netherlands; and Taarnby childrens' bikes from Denmark.

Accessories include products from Water off a Duck’s Back, Swrve, Anna Nichoola, and Cyclodelic; with helmets by Sawako and Hardnutz; and belts, wallets and keyrings by Velo-Re.

Kent said his shop is in tune with the global 'cycle chic' movement, as started in 2007 by Mikael Colville-Andersen of Copenhagenize.com and copenhagencyclechic.com.

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