- - Brooks Saddles Opens New Concept Store in London

Brooks Saddles Opens New Concept Store in London

The legendary maker of bicycle saddles, Brooks, announces the opening of a new concept store in London. 


During the past two months we’ve been working very hard to create what we describe as the Brooks ‘Cathedral’. We are excited to announce the opening of B1866, our first Brooks Store, situated in the heart of London. The shop is not only a showcase of our  product range, but a celebration of the brand’s 150 year history.

For the Brooks Team it is also a big achievement and the coronation of the work we’ve done during the past 11 years.  Since 2002 we have restructured the company and revamped the brand’s glorious past. Finally, we have a home where we can hang the paintings portraying John Boultbee and Boultbee Brooks, the father and son who founded and made the company flourish during the first 86 years of its history, between 1866 and 1952. But mostly we have another possibility to show to our fans how much we care and how much passion we put in what we do.

As a marketing director of Brooks, I don’t have many occasions to write on this blog, but today I felt like it was a great opportunity to contribute. I hope the readers will excuse me if this post might sound a bit corporate.

So now I come to the list of people to thank for the great work we’ve done to create this tasteful little shop: Fabio, our creative director, Maurizio, our retail consultant, Alessandro and Stefan, our architects, Simone, Oscar, Dennis and Romeo, the contractors, Michela, our communication manager, James, our graphic designer, Luke and Tom, for the copper theme, Steven, Stefano, Paolo, Alberto and all the team in the office in Italy and at the factory in England who took care of legal, bureaucratic and logistic aspects.

Finally I’d like to thank Cristina, the managing director of Brooks England Ltd, for promoting and coordinating the project and the activities that allowed us to open the shop, and Nicola and Barbara, the general manager and the CEO of the Selle Royal Group, who believed in this new venture.

Now good luck to the new collegues, Stephen, Mark and Sergio who start working today at B1866!


The Shop Front at 36 Earlham Street, Seven Dials, London WC2H 9LH.

The basement where we take special orders of custom made coloured saddles.

The display of Brooks Saddles. The complete range is stocked at B1866.

The color options for custom made saddles and a limited edition Paul Smith for Mercian track bike.

The Hampstead Holdall on a Retrovelo city bike and the display of John Boultbee clothing.

The timeline of company history under the saddle display.

The Cambridge Rain Cape on the copper plate.

The Barbican Leather, one of our Legacy Bags. MADE IN ENGLAND

A soft leather version of the Brixton Shoulder Bag. MADE IN ITALY

From back to front Stephen, Mark, Steven, Sergio, the faces of B1866.

On the top, a Tout Terrain Grande Route, one of the finest German expedition bicycles.

The bike is equipped with our Land’s End and John O’Groats waterproof travel panniers.

Michela, Cristina and Andrea on 15 November after preparing the shop for the opening.

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