This past fall, the Swiss cycling brand Assos opened up a new concept store on London's Regent Street. With cycling becoming increasingly popular across the UK, the new store caters to a growing consumer base outside of the brand's domestic market.
The new Assos concept store is a high-end shop that sells cycling apparel, helmets, eyewear and other accessories. Unlike other sport stores, the boutique is designed to elevate the shopping experience with features such as an elliptical changing room that allows customers to test out each garment. As the store's designer Ab Rogers explains, the shop "allows customers to marinate in the brand – it’s like going into the company’s stock room."
The Assos concept store demonstrates how brands can differentiate themselves from online retailers by offering a more interactive in-store shopping experience.
Urban Cycling Shops
Assos' New London Concept Store Brings Modern Cycling to the UK Market
Trend Themes
1. High-end Cycling Stores - Cycling brands can innovate their shopping experience by creating high-end shops that offer interactive and elevated experiences.
2. Urban Cycling Apparel - The UK market growth of urban cycling provides opportunities for brands to expand their offerings in cycling apparel, helmets, and eyewear.
3. In-store Customer Experience - Brands can differentiate themselves from online retailers by offering in-store experiences that allow customers to test products such as elliptical changing rooms.
Industry Implications
1. Sporting Goods - Sporting goods retailers can explore opportunities in the cycling industry by tailoring their offerings to urban cycling markets.
2. Apparel - Apparel companies can expand their offerings to cycling apparel and accessories by capitalizing on the growing popularity of cycling.
3. Retail - Retailers can innovate their in-store experiences by offering interactive features such as elliptical changing rooms that allow customers to test products.