Taking a leaf out of the book of fashion designer brands, Rapha is opening an Archive Store next month, stocking past-season and end-of-line products from the Rapha range.
Opening April 3rd 2015 (Easter weekend), the Rapha Archive Store will be located in Kilver Court, Somerset. Items will be offered with "significant savings" and further price trims offered to young riders showing their British Cycling membership card.
Other brands in the Designer Village include Pringle of Scotland, Mulberry, Toast, Mackintosh, Jack Wills and Rapha chum Paul Smith.
The store will also exhibit a small collection of past Rapha products, photography, literature and memorabilia and - the firm says - the shop will offer the same high level of expertise and service that is expected of the luxury brand.
Why Somerset? The Kilver Court location was formerly the headquarters of Mulberry. Rapha praised the stunning West Country location, the Victorian architecture of the original textile mill and range of premium designer brands on offer in the village.
If you're planning a trip it's just outside Frome – half hour from Bristol, or just over two hours from London.
“After the first few years of retailing predominantly online, we’ve fallen in love with our own Cycle Clubs and have realised how valuable it is to have a physical showcase," said Rapha CEO, Simon Mottram.
"Like all retailers we end up with unsold stock at the end of each season and it’s attractive to be able to sell that in a branded space rather than through other channels. Kilver Court provides a sympathetic environment to do this, and it’s great to have the opportunity to show some of our archive that we’ve accumulated over the last ten years alongside end of season bargains.”
Founder of Kilver Court Roger Saul added: “We’re thrilled to welcome Rapha to the lineup! Cycling has seen a meteoric rise in the South West with many clubs and sportives being set up. Rapha are the ultimate brand, creating the finest road riding apparel and perfectly combining passion and style – they’re a great fit for Kilver Court.”
Address: Kilver Court, Kilver Street, Shepton Mallet, Somerset, BA4 5NF
Opening Hours: Monday - Saturday 9.30am to 5.30pm and Sunday 10am - 5pm
More information: http://pages.rapha.cc/clubs/kilver-court