Italian cycling brand Pinarello has reopened its flagship Bottega store on London’s famous Regent Street following a complete refurbishment.
The 70-day process saw the location being stripped right back to bare brick, creating a blank canvas with which it could be brought into line with the brand’s other Bottegas in Zurich and Villorba (Treviso) – delivering a consistent look and feel to a global clientele.
Key additions to the store include a new bike fitting and sizing area, an improved workshop, and a dedicated consultation area for Pinarello’s premium MyWay configurator, where customers can custom paint and spec their frames.
The full, current Pinarello range will also be on display, alongside dedicated areas for Q36.5, Amacx and Partington Wheels.
Sophie Quy, Managing Director at Pinarello UK, said: “After 10 successful years in this iconic location, we decided to extend our lease for a further decade, and felt the time was right to honour that milestone by bringing our service and product offering in line with our other Bottega stores.
“It was important for us to retain such a high-profile presence in London, which is regarded as a global cycling capital, and it underscores our long-term commitment to the British market.”
To celebrate the store reopening, Pinarello hosted a special party on Thursday evening, with President Fausto Pinarello and owner Ivan Glasberg in attendance alongside cycling legend Sean Kelly, CEO of INEOS Grenadiers John Allert, and Pinarello–Q36.5 Pro Cycling Team representatives Sam Bennett and Doug Ryder.
Pinarello President Fausto Pinarello said: “For us, a Bottega is more than just a bike shop; it is a space where cyclists can truly immerse themselves in our bikes and experience the artistry that goes into every frame. We want every visitor to feel special the moment they step through the door, and make it a regular point of call every time they visit this incredible city.”