Italian bicycle manufacturer Pinarello has reopened its flagship store on London’s Regent Street following a complete refurbishment.
The 70-day process at one of the brand’s key UK outlets involved the location being stripped back to bare brick to create a blank canvas. This allowed the store to be brought into line with Pinarello’s other bottega (studio) locations in Zurich and Villorba, Treviso, to deliver a consistent look and feel to an international clientele.
Key additions to the store include a new bike fitting and sizing area, an improved workshop, and a dedicated consultation area for the MyWay configurator, where customers can custom paint and spec their frames.
The full, current Pinarello range will be on display alongside dedicated areas for Q36.5, Amacx, and Partington Wheels.
Sophie Quy, Managing Director at Pinarello UK, said “After 10 successful years in this iconic location, we decided to extend our lease for a further decade, and felt the time was right to honour that milestone by bringing our service and product offering in line with our other Bottega stores.
“It was important for us to retain such a high-profile presence in London, which is regarded as a global cycling capital, and it underscores our long-term commitment to the British market.”
To celebrate the reopening, the company hosted an event on February 19, 2026, with President Fausto Pinarello and owner Ivan Glasberg in attendance.
Other guests included cycling legend Sean Kelly; John Allert, CEO of INEOS Grenadiers; and Pinarello–Q36.5 Pro Cycling Team representatives Sam Bennett and Doug Ryder.
Fausto Pinarello, President at Pinarello, said “For us, a bottega is more than just a bike shop; it is a space where cyclists can truly immerse themselves in our bikes and experience the artistry that goes into every frame.
“We want every visitor to feel special the moment they step through the door, and make it a regular point of call every time they visit this incredible city.”
