The store, based at St James’s Market and designed by architect Ab Rogers, will help cyclists find their perfect kit by providing the opportunity to “road-test” the performance-led range in store. A uniquely designed “elliptical” changing room, complete with a sample of every garment in the collection, will allow customers to trial the range on a Goomah racing bike, “in order to determine the all-important fit in the saddle” before they leave the store.

ASSOS, which recently settled a trademark dispute with British young fashion etailer ASOS, is known for its technological innovations, having launched the world’s first carbon-framed bike and the world’s first performance Lycra® cycling shorts. The new store will keep up this hi-tech tradition and will house the brand’s full range of apparel, helmets, eyewear and accessories.

“Wherever you live in the world, cycling is the best way to get from A to B and we firmly believe that performance and style aren’t mutually exclusive,” said ASSOS CEO Phil Duff. “London is the epicenter of fashion and the ever-growing buzz around cycling and we’re thrilled to bring our passion to Regent Street.”

Architect Ab Rogers is the son of Richard Rogers and his portfolio includes projects for Comme Des Garçons, The TATE, the V&A and Condé Nast. A keen cyclist Rogers said he was drawn to ASSOS’ “unwavering commitment” to performance and attention to detail. “I wanted to design a space that echoed this ethos, but importantly, also offered an innovative retail solution to guarantee customers an un-matched experience both on and off the bike,” he said.

The store will open at 9am on 18 November and fitting appointments will be available daily.