High-end cycling retailer The Bike Rooms to hit London's West End

Cycling is set to hit one of London’s prime retail locations with news that The Bike Rooms, which currently trades in Manchester and Swindon, is adding a third location in the West End.

The store will be on Lower Regent Street, or Regent Street St James’s Quarter as landowner The Crown Estate is now rebranding it, and will be within a bidon’s throw of the finish line of the final stage of this year’s Tour of Britain.

It’s the retailer’s second foray into the capital – a pop-up store, now closed, was opened at Westfield Stratford City in 2012 to coincide with the London Olympic and Paralympic Games.

The new store will cover 3,000 square feet over two floors. 

Anthea Harris, portfolio manager for St James’s, 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,” he added.