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Rapha reopens its bigger and better London Clubhouse

Pete Muir
12 Apr 2021

The expanded space in London’s Soho includes cafe, exhibition centre, club hub… oh, and there’s a shop too

At a time when many high street names are closing bricks-and-mortar shops and moving to a virtual environment, cycling clothing brand Rapha is expanding its flagship store in London’s Soho.

While all stores have been closed during lockdown, Rapha has been busy updating its ‘Clubhouse’ on Brewer Street, making it almost twice the size and introducing new spaces.

 

The Clubhouse, which reopened today (Monday 12th April), now has a bigger product range, offers a personal shopping service and has upgraded fitting rooms. It also features an exhibition centre – what Rapha calls an ‘experiential space’ – to celebrate the culture of cycling.

Perhaps most importantly, the cafe area has been enlarged with a view to making it a hub for the London riding community. Rapha boasts that it is now the largest cycling club in the world, with 20,000 members worldwide, and while the brand’s main aim remains to sell jerseys and bibshorts, the expanded Clubhouse is plainly seen as meeting space and social focal point.

 

To encourage participation, Rapha organises rides from the Clubhouse every day of the week, including beginners’ sessions and women-only rides.

It is also planning a series of exhibitions, starting with ‘Stitches in Time’, a look back at all the different jerseys the brand has produced in its 17-year history.

 

Simon Mottram, Rapha Founder and CEO, says, ‘Rapha Clubhouses exist for customers to find the products they want but also to help them get closer to the cycling community and closer to the sport itself.

‘So it’s great that we will now have more space to host exhibitions and events and a better-appointed cafe for London’s cyclists to enjoy, along with room to show our entire product range.’

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