PINARELLO INVESTS IN LONDON WITH MAJOR REFURBISHMENT OF REGENT STREET BOTTEGA
Pinarello Reinforces UK Presence
Italian cycling brand Pinarello has reopened its flagship Bottega store on London’s Regent Street following a comprehensive refurbishment aimed at aligning the location with the company’s global retail concept.
The redesign marks a significant investment in the British cycling market and reflects the brand’s long-term commitment to London, widely regarded as one of the world’s leading urban cycling hubs.
The refurbishment, which took 70 days to complete, saw the store stripped back to its original brickwork before being rebuilt to mirror the design language used in Pinarello’s flagship Bottega locations in Zurich and Villorba in Italy’s Treviso province. The goal, according to the company, is to deliver a consistent retail experience for international customers and enthusiasts visiting the brand’s key global destinations.
The revamped space introduces several new customer-focused features, including a dedicated bike fitting and sizing area, an upgraded service workshop, and a consultation zone for the company’s premium MyWay customisation platform. Through the MyWay configurator, customers can design and personalise their Pinarello frames, selecting bespoke paint finishes and technical specifications.
The Regent Street store also showcases the full current Pinarello bicycle range, alongside curated product areas for specialist cycling brands including Q36.5 apparel, Amacx performance nutrition and Partington Wheels.
Sophie Quy, Managing Director of Pinarello UK, said the refurbishment reflects both the success of the store’s first decade in London and the company’s confidence in the UK cycling market.
“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.”
The reopening was marked with a launch event attended by several prominent figures from the cycling world, including Pinarello President Fausto Pinarello and company owner Ivan Glasberg.
Guests also included cycling legend Sean Kelly, INEOS Grenadiers chief executive John Allert, and representatives from the Pinarello–Q36.5 Pro Cycling Team, including sprinter Sam Bennett and team principal Doug Ryder.
Fausto Pinarello said the company’s Bottega concept was designed to offer more than a traditional retail environment, emphasising craftsmanship and the emotional connection between cyclists and their bikes.
“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.”
The reopening highlights the growing importance of experiential retail in the premium cycling sector, where brands are increasingly investing in immersive flagship spaces to strengthen relationships with riders, enthusiasts and international visitors.
For Pinarello, whose bikes have been ridden to multiple Tour de France victories, the Regent Street Bottega now serves as both a retail destination and a showcase for Italian engineering and design in the heart of London’s West End.
