Premium bike and accessories retailer The Bike Rooms officially launched their new flagship store last 17th June, in the exclusive location of Regent Street St. James’s.

Lord Alan Sugar, Fausto Pinarello, Malcolm Elliott and a host of other prominent guests and cycling celebrities were all in attendance at the launch party to celebrate the opening of the latest store.

The Bike Rooms specialise in high performance bikes and accessories, supplying products from world-leading brands like Pinarello, Corima, Assos, Giordana and Rudy Project. The new flagship store is located at 4 Regent Street St James’s, London, SW1Y 6PE.

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