The store, located on Lower Regent Street, will feature an 'elliptical' changing room where customers will be able to try on samples of every garment in the collection in a real world environment while seated on a Goomah racing bike to ensure the perfect fit. The brand plans for the store to become a social hub for cyclists.
The brand is also aiming to ensure the store is seen as a 'destination' – the shop floor will feature revolving banners and digital communication rails.
Assos chief executive officer, Phil Duff, said: 'We are delighted to launch our first-ever UK store, right in the heart of London. It will be a unique experience."
Last month, at Westfield, while .
The Assos store opens on the 18 November.
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