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(In the photo) Bicycle brand Decathlon is getting its own store in London

Van Rysela Decathlon bicycle brand, opened its own shop-in-shop in London for the first time. The store will become a destination for cyclists from all over Britain.

‘Flandrien’ tradition

Van Rysel now has its own shopping environment within the Decathlon store at Surrey Quays in London. Although the bicycle brand is owned by Decathlon, it still wants to position itself independently and increase its reach as a premium label for racing bicycles.

“We wanted the store to pay tribute to Rysel, which means Lille in Flemish; the city where ‘Van Rysel’ has its headquarters and bicycle factory,” says founder Nicolas Pierron, who also wants to anchor the brand in the ‘Flandrien’ tradition. Admittedly, the young brand was only founded by Decathlon in 2018.

The brand’s range includes the recently introduced RCR Pro Replica team bikes, based on the bikes used in this year’s Decathlon-AG2R La Mondiale World Tour. In addition to bicycles and accessories, customers will also find guidance (advice and personalized bicycle configurations) and bicycle customization services in the London store.

A nod to the origins

The shop-in-shop should not only become “an integral part of the vibrant local cycling community”, but also a destination for cyclists from across Britain. “We have opted for a distinctive and striking layout, with a central stage on which the Van Rysel bicycles are exhibited. Behind it is the welcome desk, made of a material inspired by the famous showers of the Roubaix Velodrome,” Marc-Antoine Aubert, chief designer at Decathlon, told Endurance Biz.

The video on the screen above the welcome desk reflects on the mirrored ‘water surface’ of the stage in tribute to the Villa Cavrois and the Museum La Piscine, two architectural monuments of the Roubaix district. The central structure of steel grids in turn refers to the wind tunnel where Van Rysel develops his bicycles.

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Van Rysel, a Decathlon bicycle brand, opened its own shop-in-shop in London for the first time. The store will become a destination for cyclists from all over Britain.