ASSOS of Switzerland, the iconic cycling brand, will open its first international concept store on Regent Street, in the heart of London’s luxury shopping district.

Marking the brand’s 40th anniversary as an industry leader, ASSOS is set take a significant step forward with the opening of its first flagship store outside the company’s Swiss headquarters, giving rise to a new era of specialized customer service for both professionals and cycling enthusiasts.

If you know us, you’ll know we’re sporty guys, we tell you all to often enough how to support your junk in the form of underwear (‘Support During Sport’ article here), but there comes a time in every rider’s life when an appreciation for fine, well-fitting shorts outweighs any concern about their cost. Indeed, a great pair of bib-shorts can transform your time on the bike from tolerating the ride to indulging in another 10km. Sure, a new set of high-priced shorts won’t improve your legs, but if you’re aching in the saddle from a poor set of shorts, it doesn’t matter how good your legs are.

From launch of the first carbon fibre bike frame and design of world’s first performance Lycra® cycling shorts, to the more recent release of the Urban lifestyle collection, ASSOS has been at the forefront of apparel innovation for four decades. The new high-tech store maintains these design values and will house the full ASSOS apparel collection, helmets, eye-wear and accessories.

The landmark store at St James’ Market, is designed to help cyclists find their perfect kit by providing the opportunity to road-test the performance-led range in store. A uniquely designed elliptical change-room, complete with a sample of every garment in the collection, gives customers the opportunity to trial the range on a Goomah racing bike, in order to determine the all-important fit in the saddle before they leave the store.

ASSOS CEO Phil Duff said: “Wherever you live in the world, cycling is the best way to get from A to B and we firmly believe that performance and style aren’t mutually exclusive. London is the epicenter of fashion and the ever-growing buzz around cycling and we’re thrilled to bring our passion to Regent Street”.

“From professional and avid riders through to the weekend warrior, the ASSOS range is designed to allow cyclists to focus on the ride, whether that be at a competitive level or simply on the daily commute to work”.

He continued: “We are committed to developing the most technically advanced product and through our new retail experience, customers can rest assured they have chosen the perfect fit before they take to the saddle”.

Designed by Ab Rogers, son of renowned architect Richard Rogers, whose portfolio boasts work with Comme Des Garcons, The TATE, the V&A and Conde Nast, the store opening heralds an exciting era for growth for the brand in an increasingly competitive market which sees more than two million people take to a bike every week across the UK.

Rogers said: “As a cycling enthusiast myself, I’m drawn to the unwavering commitment to performance and the attention to detail ASSOS invest in every garment. I wanted to designed a space that echoed this ethos, but importantly, also offered an innovative retail solution to guarantee customers an unmatched experience both on and off the bike”.

When it comes to performance cycling, whether it’s long rides on Sunday mornings or road racing, and sportives, bib shorts are where it’s at for outright comfort. ASSOS’ range of apparel and accessories provide comfort so you can sit in the saddle for hours at a time.

The eagerly awaited store will open to the general public tomorrow on the Friday 18th November from 09:00, with fitting appointments available daily.

The brand new ASSOS store is located here: