Last night saw the official launch of Brooks England’s global flagship store, called B1866, on the cobbled streets of London’s Seven Dials in Covent Garden. Packed to the gills of London’s most stylish cyclists, it was clear to all that this is a brand with a cult following.

Once we were settled in with enough canapés to satisfy our hunger and on our third Hendricks Gin Fizz, we decided it was high time we had a little explore of the new store and we were not disappointed.

Christened B1866 after the year it was founded, the store was timed to coincide with the launch of three new leather bags in its range which were designed in collaboration with design students at the RCA, and produced in the same factory that has been producing Brooks saddles in Birmingham for the last 150 years.

The store itself epitomises the minimalist style that is synonymous with the brand. Saddles adorn the simple white washed brick walls while its range of exquisite leather bags, repair kits, and other cycling paraphernalia displayed across the rest of the store. Downstairs, there is a basement room where clients can order custom saddles.

Next door, PEdAL ED has opened a pop-up store which has a view to become permanent if it proves a success. The Japanese clothing brand was bought by Brooks seven years ago.

Worth a visit?

Definitely. It is a great opportunity for fans of the brand to get up close to the products. Beware though, it will be very difficult to leave without making a purchase.

Where is it?

You can find the store, called B1866, 36 Earlham St, Seven Dials, London WC2H 9LH