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Published
Jan 13, 2016
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​Switzerland’s Assos to open flagship store in Central London

Published
Jan 13, 2016

Iconic cycling apparel label Assos announced the opening of its first store outside of Switzerland at St James’s Market in London’s West End. The flagship store is scheduled to launch in summer 2016 alongside lifestyle brand Smeg’s.


The new West End store, due to open in summer 2016, marks the first Assos location outside Switzerland - Assos


Phil Duff, CEO of ASSOS, said: “We look forward to being able to welcome all those who embrace cycling in its purest form to this revitalised part of the London’s West End, it will be a unique experience.”

Smeg and Assos are the first brands to be announced for St James’s Market, which is a £500 million redevelopment of two blocks between Regents Street and Haymarket led by The Crown Estate. The market will accommodate five flagship stores, seven restaurants and 210,000 sq ft of new office space.

Future announcements of new retailers are expected to be made in the coming weeks. 

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