Swiss cycling brand Assos will open a 3,132 sq ft flagship store at St James’s Market in London’s West End in the summer this year.
The brand is one of the first to sign up to the new £450m retail location, which is being redeveloped by The Crown Estate and Oxford Properties.
It will feature five flagship stores, seven restaurants, 21,000 sq ft of office space and a public square, located between Regent Street and Haymarket.
“We look forward to being able to welcome all those who embrace cycling in its purest form to this revitalised part of London’s West End, it will be a unique experience,” said Assos chief executive Phil Duff.
Assos, which means ‘the best’ in Greek, has been operating since the 1970s and sells performance and outdoor clothing in 37 countries, including the UK. It also operates from the website Assos.com.
The brand had taken legal action against Asos due to the similarity of the names but the High Court dismissed its case in 2013 and the Court of Appeal upheld the ruling last year.