The British cycling outfitter Rapha is now also represented in continental China with its retail concept “Clubhouse”. The opening of the new store in the economic metropolis of Shanghai is a “milestone” for the brand and “marks the beginning of a new era for Rapha in Asia,” the company said in a statement on Wednesday.
The “Clubhouse” concept, which combines retail, café culture and events for cycling enthusiasts, premiered in London in 2012. There are now 22 locations worldwide.
Rapha announced that the “next generation” of the format has now been realized for the first time in Shanghai together with the design agency Seen Studios. “Inspired by the relaxed elegance of Italian cafés, it reinterprets the ‘circolo’ – or club – as a modern place of meeting and community,” says a statement. “The ‘Clubhouse’ will organize regular rides and events and offer cyclists a place where they can share a cup of coffee and share their love of sport.”
With the new opening in Shanghai, the company said it was responding to the growing popularity in China. More than 400 cyclists in the metropolises of Beijing and Shanghai have now joined the “Rapha Cycling Club” (RCC).
