ASSOS to open store in London’s West End

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Swiss cycling brand ASSOS has announced plans to open its first store outside of Switzerland in London.

Known for its self-dubbed “avant-garde” cycling apparel, the label will set up shop in the £450million St James’ Market development, located between Regent Street and Haymarket, later this year.

Other confirmed tenants include Italian kitchen appliance brand Smeg, with seven restaurants and three further flagship stores to be announced.

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