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Assos of Switzerland opens doors on Regent Street

Cycling brand Assos of Switzerland has opened its first international concept store on London’s Regent Street.

Assos of Switzerland

Assos of Switzerland

Assos of Switzerland

The brand, which is celebrating its 40th anniversary this year, has opened at St James’ Market and offers customers the chance to try its range in-store on stationary bikes. It houses the full clothing collection, as well as helmets, eyewear and accessories.

The store was designed by Ab Rogers, son of architect Richard Rogers, whose portfolio boasts work with Comme des Garçons, The Victoria & Albert Museum and Condé Nast. The store opens officially to the public tomorrow.

UK-based etailer Asos paid out a £20m cash settlement to Assos of Switzerland and German menswear retailer Anson’s in September, to put an end to long-running trademark disputes with the firms.

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