Van Rysel debuts exclusive store concept in London

Van Rysel debuts exclusive store concept in London

Van Rysel has announced the grand opening of its first store in London. Custom-built to showcase exceptional products in a unique setting, the new retail space is set to redefine the brand experience and become a destination for road cyclists from all over the UK.

A brand deeply rooted in Flandrian heritage, Van Rysel has emerged as a beacon of quality in the cycling world since its inception in 2018. With a mission to empower every road cyclist to surpass their limits, the brand has garnered acclaim for its comprehensive range of high-performance bicycles, apparel and accessories. 

Cyclists visiting the Decathlon Surrey Quays can now immerse themselves in a world of high-quality Van Rysel bikes and accessories, expert guidance, and professional bike fitting services. From personalised bike configurations to in-depth consultations with knowledgeable staff, promising an bespoke retail experience for cyclists of all levels.

The launch of the Van Rysel store marks a significant milestone in Van Rysel’s expansion strategy, as it continues to broaden its reach and uphold its commitment to providing cyclists with top-tier products and unparalleled support.

Furthermore, Van Rysel is proud to introduce its latest collection of premium bicycles and accessories in the UK market, featuring an exclusive lineup that includes RCR Pro Replica team bikes – currently being raced in this year’s World Tour by Decathlon-AG2R La Mondiale. Complemented by an unparalleled selection of high-end road bike offerings, making it the most comprehensive Van Rysel assortment available at a single retail destination in Europe.

Nicolas Pierron, Founder of Van Rysel, said: “We wanted the store to be a tribute to Rysel, which means Lille in Flemish; the city where “Van Rysel” has its headquarters and bike factory. Lille is the capital of French Flanders.

“We are thrilled to open our first Van Rsyel store in London. This expansion is not just about opening a new store; it’s about inviting more people to experience the rich heritage and superior craftsmanship that Van Rsyel stands for. We are excited to share our passion for cycling with the vibrant cycling community in London and look forward to becoming an integral part of the local culture.”

Marc-Antoine Aubert, Lead Designer at DECATHLON, said: “We opted for a distinct and eye-catching layout, with a centralised podium that showcases the hero Van Rysel bikes in the range. Behind this is the welcome desk built from a material inspired by the famous showers of the Velodrome of Roubaix.

“Above the welcome desk is a large screen with a video playing that reflects and shines on the “miroir d’eau”, “reflecting water” of the big podium – that is a tribute to two main architectural jewels of the Roubaix area, the Villa Cavrois & the Museum La Piscine of Roubaix.

“Finally, the central structure is made out of steel grating, which took inspiration from the wind tunnel where Van Rysel developed its bikes. Each aspect of the store was considered and we can’t wait to see how the public engage with the space.” For more information on Van Rysel’s new store, please visit

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