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Equipping the traditional gentleman for classic outdoor pursuits has long been an established part of the St James tradition. However just as the menswear retail mix has evolved to incorporate contemporary fashion amongst the heritage labels, so too has the lifestyle offering.

The modern gentleman’s metaphorical horse is his bicycle and a new wave of international outerwear and cycling brands are emerging in the area in the form of Arc’teryx, Bespoke Cycling and The Bike Rooms.

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Arc’teryx Equipment has chosen St James’s for its first owned and operated flagship retail store in Europe, due to open the doors to its 4,000 sq ft store at 211 – 214 Piccadilly in August 2015.

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The brand named after Archaeopteryx Lithographica, the first reptile to develop the feather for flight. Is known for merging unrivalled design with the best quality, highest performance materials, assembled in the most innovative and durable manner. Further enhancing the location’s fast growing reputation as a natural home for world leading fashion and lifestyle retailing.

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Located at 59 Jermyn Street, Bespoke Cycling’s second London store continues the brand’s mission “to stock the world’s finest cycling products in an environment far removed from the typical bike shop.” Founder Barry Scott continued: “everything we sell is the best tool for the job, has a story behind it and is something we’ve personally tried and tested.”

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In true St James’s fashion the strong focus on developing longstanding client relationships is at the centre of the Bespoke Cycling business with an aim “to view people as clients not customers and to cultivate relationships not merely transactions.”

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The Bike Rooms flagship opened in June 2015 at 4-8 Regent Street St James’s presenting their range of elite, world performance level bikes, clothing and equipment. Kevin Griffiths, Director of The Bike Rooms’, commented “Regent Street St James’s is a world renowned destination for quality brands with a strong heritage, which is a perfect fit for The Bike Rooms brands” and continued: “This is a landmark moment in the future of cycle retail. The new store sits alongside established luxury goods retailers, five star hotels and top restaurants.”

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Anthea Harries, St James’s portfolio manager at The Crown Estate said “attracting brands of this quality sets a fantastic tone for our on-going investment in creating distinctive retail experiences in St James’s which reflect the area’s unique heritage, sense of luxury and reputation for the highest levels of craftsmanship and design.”

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The  combination  of  the  newly  arrived  brands  and  the  more established traditional labels means St James’s can now offer an unrivalled choice of equipment and clothing in the very heart of London.

Arc’teryx, opening August 2015 (211-214 Piccadilly, St James, London W1J 9HL)

Bespoke Cycling (59 Jermyn Street, St James, London SW1Y 6LX)

The Bike Rooms (4-8 Regent Street, St James, London SW1y 4PE)