High end bike shop The Bike Rooms is coming to London

Premium bike and accessories retailer The Bike Rooms is coming to London with a flagship store in Regent Street St James.

The Bike Rooms will occupy 3,000 sq ft spread over the ground floor and basement of 4 Regent Street St James’s and represents the first major new letting within the recently renamed street. The southernmost part of Regent Street was renamed last autumn to re-connect it to the rest of St James’s and shape a stronger sense of place as part of The Crown Estate’s wider St James’s investment strategy.

In 2012 the Bike Rooms opened a pop-up store for six months during the Olympic and Paralympic Games. offering the finest and most in depth collection of some of the world’s most iconic cycling brands. The retailer is perhaps best known for its Manchester store (it’s got one in Swindon too).

The Bike Rooms will stick with its format of offering a few select brands, with luxury Italian bicycle manufacturer Pinarello taking pride of place.

Anthea Harries, St James’s portfolio manager said: "This latest retail letting to The Bike Rooms, for an exclusive flagship store in St James’s, is a great example of how we are successfully enhancing the area’s retail offer and ensuring Regent Street St James’s becomes a distinctive destination in its own right within this historic part of the West End. The Bike Rooms has a strong sense of quality and craftsmanship and we’re delighted they share our passion for St James’s and this area in particular.”

Kevin Griffiths, Director of The Bike Rooms, said: “Regent Street St James’s is the perfect location to showcase the very best brands in cycle sport. We are delighted that The Crown Estate shares in our belief, vision and passion for a sport, pastime and lifestyle that continues to evolve. Our store will bring something different and special, whilst complementing neighbouring brands that have already made Regent Street the world’s number one shopping destination.”

The Crown Estate and its partner has a 10 year, £500 million investment programme that seeks to preserve the heritage and character that makes St James’s unique, and sensitively refine the area’s retail, restaurant, office, and residential accommodation.