Assos to open first UK store

Upmarket cycling clothing brand Assos has been announced as one of the first retail tenants in the 450 million pound redevelopment of St James’s Market by The Crown Estate and Oxford Properties.

Assos’ store will be the brand’s first flagship store outside Switzerland and is set to open in summer 2016 and will sell its premium technical cycling clothing for what it calls urban biking as well as off-road rally cycling.

“We look forward to being able to welcome all those who embrace cycling in its purest form to this revitalised part of the London’s West End,” said Phil Duff, Assos chief executive. “It will be a unique experience.”

The St James’s Market is a redevelopment of two blocks between Regent Street, St James’s and Haymarket to create five flagship stores, seven restaurants, 210,000 square foot of new office accommodation and a new public square. It is expected that The Crown Estate is set to announce other leading fashion and lifestyle retailers to the development in the coming weeks.

Anthea Harries, portfolio manager for St James’s at The Crown Estate said: “London’s success depends on projects like St James’s Market, which is re-establishing a historic part of the West End into an exciting new destination for world-class shopping and dining, brought to life through world-class brands, revitalised public spaces and a unique blend of historic and modern architecture.”

Image: Assos