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ASSOS Boutique London

18 Regent Street


After months of preparation and four decades in the cycling industry, we are proud to launch our all-new mono-brand store on one of the world's most prestigious shopping streets, London's Regent Street. A first for the UK capital and another first for ASSOS, this innovative boutique is here to share the ASSOS experience with London cyclists.




From 12th – 27th May world renowned photographer Michael Blann will be showcasing the incredible collection of work in his book “Mountains”.


Endurance cycling evening

Rebecca Charlton will be quizzing endurance cyclists Bruce Berkeley, Jasmijn Muller and Philipp Schwedthelm on tips, tricks and secrets to spending hours in the saddle. 



18 Regent Street |St James Market, London
London, SW1Y 4PH
Tel. +44 (0)203 876 40 40

Opening Hours:
Monday – Friday 10.00 / 19.00
Saturday 09.00 / 18.00
Sunday 12.00 / 18.00

ASSOS LDN | mono-brand store

Building on landmark moments in our history — like creating the first carbon fibre bike and the first-ever Lycra cycling shorts — we've woven four decades of experience within cycling into the architecture, ambition and atmosphere of this state-of-the-art boutique for London cyclists.

Much more than just showcasing essential cycling apparel, the ASSOS Boutique London is at the intersection where performance meets practicality.

While also being a place for personal fittings and picking up tips and tricks for how to dress on the bike, it'll serve as inspiration with live race screenings and in-depth chats over coffee about riding and racing.

Not just a shop; see this as your own ASSOS experience centre, share in our passion and get your ASSOS fix.