Selfridges launches “bike shop of the future”


Selfridges has launched the “bike shop of the future” at its pop-up Corner Shop store selling a range of high-tech e-bikes.

The iconic luxury department stores has thrown its considerable weight behind the e-bike industry, partnering with technology giant Smartech to host the pop-up on Oxford Street until August 16.

Its bike shop will feature a range e-bikes from leading brands including Angell, Superstrata and Mate X and will rotate its stock every week.

Customers will be able to test ride the bikes in a dedicated zone in the department store’s car park.

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“Our team has scoured the world to bring the latest and greatest in e-Bike technology to the discerning Selfridges customer and there couldn’t be a better time to launch this unique Corner Shop concept,” Smartech’s head of partnerships Rob Smith said.

“As we emerge from lockdown into the ‘new normal’, we’ve seen an increased focus on health and wellness, looking after the environment and most importantly safety, with people avoiding public transport where possible.

“E-Bikes speak to all of these trends and customers can expect to see the ultimate edit of the most innovative brands of tomorrow, today.”

Selfridges technology buying director Martyn Stroud added: “With the nation’s renewed interest in cycling, now if the perfect time for us to launch The Bike Shop, offering a selection of the very best e-Bikes and innovations on the market.

“As well as being ideal for commuting, energy-efficient and emissions-free, e-Bikes are a really fun way to get around town. We’re excited to welcome customers in-store to discover and try the bikes for themselves.”

It is understood that the bike shop will become a permanent fixture in Selfridges after August 16.

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