Leading bike specialists to open flagship store in Regent Street St James’s

We have announced that ‘The Bike Rooms’, a specialist in high performance bikes and accessories will be opening their first London flagship store in Regent Street St James’s. This latest retail letting confirms St James’s as the destination of choice for brands that bring a unique blend of the modern with a traditional bespoke retail experience.


27 March 2015

The Bike Rooms will occupy 3000 sq ft spread over the ground floor and basement of 4 Regent Street St James’s and represents the first major new letting within the recently renamed street. The southernmost part of Regent Street was renamed last autumn to re-connect it to the rest of St James’s and shape a stronger sense of place as part of The Crown Estate’s wider St James’s investment  strategy.

This latest retail letting to The Bike Rooms, for an exclusive flagship store in St James’s, is a great example of how we are successfully enhancing the area’s retail offer and ensuring Regent Street St James’s becomes a distinctive destination in its own right within this historic part of the West End. ”

Anthea Harries, St James's Portfolio Manager

The Crown Estate and its partner has a 10 year, £500 million investment programme that seeks to preserve the heritage and character that makes St James's unique, and sensitively refine the area's retail, restaurant, office, and residential accommodation.

Anthea Harries, St James’s portfolio manager said: "This latest retail letting to The Bike Rooms, for an exclusive flagship store in St James’s, is a great example of how we are successfully enhancing the area’s retail offer and ensuring Regent Street St James’s becomes a distinctive destination in its own right within this historic part of the West End. The Bike Rooms has a strong sense of quality and craftsmanship and we're delighted they share our passion for St James’s and this area in particular.”

Kevin Griffiths, Director of The Bike Rooms, said: “Regent Street St James’s is the perfect location to showcase the very best brands in cycle sport. We are delighted that The Crown Estate shares in our belief, vision and passion for a sport, pastime and lifestyle that continues to evolve. Our store will bring something different and special, whilst complementing neighbouring brands that have already made Regent Street the world’s number one shopping destination.”

The Bike Rooms was formed in 2012 and opened its first retail pop-up store for a six month period to include the Olympic and Paralympic Games, offering the finest and most in depth collection of some of the world’s most iconic cycling brands. This new flagship store builds upon this success and their leading Manchester store to offer customers, whether beginners or elite level athletes, the perfect in-store experience; presenting the finest bikes, apparel and accessories whilst sharing the value of their expertise and experience.

Amongst a few, very select brands, luxury Italian bicycle manufacturer Pinarello will take pride of place. The brand has great heritage and is renowned for combining style and performance. Today it sits at the pinnacle of the sport, with Team SKY, amongst others, delivering countless victories, testament to the Pinarello family’s drive to always be the best.