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TECH NEWS
assos store1.jpgAssos set to open new “experience concept” store in central London
Premium cycle clothing brand Assos has revealed it is opening its first “experience concept store” in St James’s Market, London, the first such store outside of Lugano, Switzerland.
The store, which opens later this year, will follow the trend for the intriguing names the company uses for its garments, and be called mangaYio in London. Nope, we’ve no idea either. It’s the first such store of a planned network of select dealers across the UK, part of the company taking its distribution in-house.
“Through launching a standalone ASSOS store in this prominent part of London, our aim is to further build awareness around the brand, its Sponsor Yourself philosophy and encourage new customers to experience our products, opening up at the same time new opportunities for our dealer network countrywide,” says Richard Todd, Sales & Marketing Director ASSOS SBO UK.
As you'd expect, you’ll be able to purchase Assos products at the store, as well as limited edition items. Assos aims to use the new store as a social hub for regular bike rides as well. Assos is starting to raise its profile in the UK after a few years when it has seen its market share challenged by the likes of Rapha and Castelli. It's sponsoring the popular Battle on the Beach race and is supporting Bruce Berkeley.
Assos will no doubt be looking at the success of the Rapha Cycle Club, which combines a shop selling the latest clothing from the London-based company, as well as a cafe and starting point for many organised and regular bike rides.
David worked on the road.cc tech team from 2012-2020. Previously he was editor of Bikemagic.com and before that staff writer at RCUK. He's a seasoned cyclist of all disciplines, from road to mountain biking, touring to cyclo-cross, he only wishes he had time to ride them all. He's mildly competitive, though he'll never admit it, and is a frequent road racer but is too lazy to do really well. He currently resides in the Cotswolds, and you can now find him over on his own YouTube channel David Arthur - Just Ride Bikes.
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15 comments
I do hope the staff are as friendly as those in the main concept store in Lugano. They were really friendly when I called in with my son, depsite us looking every inch the rather overheated English cyclists in our not very matching kit. 30 minutes of browsing - and one very happy kid blew his holiday ice cream money on a pair of socks (over priced in Dad's view).
This is after they have stopped suppliing the majorty of the shops that use to sell Assos gear.
And after my experience of dealing with Assos uk I will not be using there shop. bunch of money making ba**** who are not interested in customer service at all!!!
The saving grace is the gear is fantastic , the Swiss customer service is fanatic and you can buy from abroad.
Which Assos though? The former distributor or the new Assos owned one?
It's certainly the kind of shop Alan Sugar would go to
I'm thinking of becoming a customer experience concept and I shall spend my time swanning around posh shops, dressed in my finery, talking with a lisp and offering the staff an opportunity to have a quick peek at my money. And what money I shall have! All crisp new notes, designed by some of the country's most talented young hipsters and folded neatly in a gold money clip. The wallet is such an outmoded idea, don't you think?
Or I might go to Aldi again.
Interesting location to choose given that The Bike Rooms (Assos outlet) is about 200 yards around the corner.
Some of their stuff ive seen looks good, hell of a price tag for the regualar person (I know rapha not cheap either) also whats up with the model I see on wiggle?? Looks stiff as a plank
To be fair, you have to think twice about why Assos call it that. And conclude, on each occasion, that you have no idea.
"be called mangaYio in London. Nope, we’ve no idea either. It’s the first such store of a planned network of select dealers across the UK, a move that follows the company taking its distribution in-house.mangaYio London. Nope, we’ve no idea either. It’s the first such store of a planned network of select dealers across the UK, a move that follows the company taking its distribution i
in-house."
anyone proof reading the copy before publishing?
Something odd happening there when copying my written copy from Google Drive to the CMS, duplicating part of sentences. Very odd. Thanks for pointing it out
Thing is, with Assos is you never know, so I assumed that the way it was posted was right. They do have a jacket called "Assos iJ.BonKa.6 Cento" - maybe all their gear is named incorrectly and it's just a copy/paste problem....
Their stuff is actually rather nice and technically advanced. It does come with a price tag, I think two years ago they actually lowered some prices. Today I picked my Assos 5 jacket which is nice between 5 and 15°C - but no chance me remembering the complete name without looking it up.
Also I do prefer to shop at retail stores, so as a result I'll spending less money of Rapha products, are Rapha and Assos afraid that their products do not compare well to competition?
Dr. Ko
Can't disagree, their kit is fantastic. Just find the namEs a biT.DAfT
@David Arthur
I've noticed this happen a number of times recently in articles on road.cc. Assuming you all use the same software / platform, could be worth checking that out. cheers!
Are they going to have the leather clad S&M girls available on the opening day?
Or are they over all that stuff now?