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Melbourne-based cycling apparel brand MAAP has opened its first UK LaB concept store at 29 Great Pulteney Street in London’s Soho district. The 140-square-meter shop is the brand’s 11th worldwide location, with its official opening on October 10, 2026, scheduled to include community rides and events.
MAAP has opened its first UK LaB concept store at 29 Great Pulteney Street in London’s Soho, bringing the Melbourne-based cycling apparel brand’s retail and community format to the UK. The 140-square-meter store is the company’s 11th worldwide and is scheduled to officially launch on October 10, 2026, with rides and events planned around the opening.
The store has already had a soft launch in early September, according to the report. Its official opening is set for October 10 and will be marked by a week of ride-outs, celebratory events and in-store activations. The report does not give a full schedule or say whether the activities require registration.
MAAP developed the London interior with Clare Cousins Architects. Design details include a cobbled stone floor, stainless steel and aluminum finishes, vivid green accents, and a curved steel wall intended to evoke the movement of a peloton. The floor references both local streets and classic one-day cycling races, according to the report.
The Soho shop will sell MAAP’s performance cycling apparel and lifestyle products. The brand describes its LaB concept as extending beyond conventional retail, with space and programming for local cycling communities. The London store is intended to host community rides, talks and other activations alongside shopping.
A New Base for London Riders
The opening gives MAAP a permanent physical presence in the UK and places its retail model in central London’s Soho district. For customers, the shop combines access to the brand’s products with a venue for cycling-related gatherings. Whether that programming draws a regular local audience will depend on events and participation after the launch.
For the company, London adds to a network of stores in cities including Melbourne, Berlin, Sydney and Los Angeles. The location’s community focus also sets it apart from a store announcement based solely on new retail space: MAAP says the LaB format is meant to support local cycling culture through events as well as sales. The report does not provide financial details or say how the new location is expected to affect the brand’s UK business.
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From Melbourne to Soho
MAAP introduced the Life around Bikes (LaB) concept in Melbourne in 2022. The format positions stores as social and cultural hubs for cycling communities, rather than only as places to buy apparel. The London opening is the concept’s first UK location, according to the report.
The new shop brings that format into an area with its own architectural history and street character. Clare Cousins Architects’ design uses cobbled stone and industrial metal to connect cycling references with the surrounding neighborhood. The report identifies London as MAAP’s 11th store worldwide but does not list the full locations or opening dates of the other stores.
Opening Plans Still to Come
The reported opening date and broad event plans are clear, but the detailed schedule for October 10 and the following week has not been provided. It is also not clear whether the rides, talks or in-store activations will be open to everyone, require advance booking, or involve additional partners.
The available report describes the store’s design and intended community role but does not include a statement from MAAP or Clare Cousins Architects explaining the project in their own words. Pricing, opening hours and the full product range at the London location are also not specified. No sales figures or assessment of the store’s commercial performance are available.
The October Launch Week
The next scheduled milestone is the store’s official opening on October 10, 2026. MAAP is planning a week of ride-outs, celebratory events and in-store activations to accompany the launch, following the shop’s soft opening in early September.
Further details to watch for include event times, participation requirements and whether the store will run a continuing calendar of community rides and talks. Those details will clarify how the London LaB location operates beyond its launch week and how it serves riders in the surrounding area.
Key Questions
Where is MAAP’s London LaB store?
It is at 29 Great Pulteney Street in London’s Soho district.
When does the store officially open?
The official launch is scheduled for October 10, 2026. The store had a soft launch in early September, according to the report.
What does LaB mean?
LaB stands for Life around Bikes, MAAP’s retail concept designed to combine products with community-focused activities such as rides and talks.
What events are planned for the opening?
The opening is set to include a week of ride-outs, celebratory events and in-store activations. A detailed schedule and participation information have not been provided in the source report.
How large is the London store?
The store covers 140 square meters and is MAAP’s 11th location worldwide, according to the report.
Source: rss
