Country Road is collaborating with niche bicycle brand, Tokyo Bike, on a retail concept called Cycle Shop.
The store in store at Country Road’s South Yarra and Chadstone outlets features bespoke men’s riding outfits devoid of lycra or speed stripes.
The menswear was designed by Country Road’s designers and is merchandised alongside Tokyo Bike’s stylishly minimalist bikes.
“We wanted to address the growing popularity of the city-cycle movement in recent years, and to combine that with the sportswear trend that is coming into casual street wear,” said Sophie Holt, Country Road MD, told media.
Shoppers can’t actually buy Tokyo Bike’s bicycles at the concession stores, but browsers are given referrals by store staff.
Tokyo Bike has a store in Sydney’s Surry Hills and Melbourne’s Collingwood and has built a reputation for reasonably priced wheels for urban hipsters.
It was started in Tokyo in 2002 and expanded to London, Berlin, and Singapore in 2011.
Cycle Shop follows the emergence of bespoke bicycle concepts in Australia, such as Rapha and online vintage website, Papillionaire.
