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.