London Bike Store

0203 761 4388
[email protected]

4 Regent Street St James's



Opening times

Monday - Saturday: 10am - 6pm
Sunday: Closed

Lets get social

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get directions

  • From Heathrow Airport:
    M4 to A4, to Cromwell Road onto Thurloe Place, Brompton Road to Knightsbridge, Hyde Park Corner to Piccadilly. At Piccadilly turn right on to Haymarket, right on to Pall Mall and finally right on to Regent Street/Waterloo Place, the store is just on the right hand side.

    From Gatwick Airport:
    M23 to A23, then Kennington Road to Westminster Bridge Road, straight through the roundabout onto Westminster Bridge, then right on Parliament Street into Whitehall, take the second left on to Trafalgar Square onto Cockspur Street, through to Pall Mall and right on to Regent Street/Waterloo Place, the store is just on the right hand side.

  • Regent Street being a world class destination for retail has connecting routes from Liverpool Street to Westbourne Park, Acton to Liverpool Street and West Hampstead to Waterloo, Regent Street is the centre point for a large network of bus routes providing easy access to the curve from north south, east and west.

    Regent Street bus routes are:
    C2, 3, 6, 12, 13, 15, 23, 88, 94, 139, 159, 453*

    Once off the bus, make your way down to Piccadilly circus and look out for Regent Street St James's heading south. The store is a short walk from here on your left hand side just after Lily Whites.

  • Close to all the transport links that feed central London, travelling to The Bike Rooms on Regent Street St James's via tube takes you right into the heart of the West End. Piccadilly Circus underground station provides easy access to The Bike Rooms London: Bakerloo and Piccadilly lines with a fast and frequent service on all lines, Regent Street St James's is easily accessible via tube from Heathrow, the City, West and North London. Follow the signs for Regent Street St James's and the store is a short walk down the road on the left hand side walking from the station just after Lily Whites.

  • Boris bikes provide an ideal mode of transport on a nice day in London, docking stations are close by on Charles II Street, the store is located on adjacent route Regent Street St James's.

About Us

4 Regent Street St James’s, London – following on from our pop-up store success at the Westfield shopping centre in Stratford during the 2012 Olympics, we finally settled on a permanent London home in the heart of the West End, set amongst the world’s finest array of boutique stores, premium brands, top hotels and restaurants.


Opened by Lord Alan Sugar just in time for the 2015 Tour de France, we have once again raised the bar. Spread over 2,000 square feet, the London flagship presents our range of elite, world-performance level bikes, clothing and equipment in an elegant environment surrounded by large prints of famous bikes and riders.

Bike Fitting

We fit a bike to you, not the other way around! Getting the right sized bike is very important for your comfort, performance and safety. It is not just a case of one size fits all; your bike will be tailored to you and to your unique body composition.


For any new customer, we begin with an initial consultation to identify which frame geometry and size suits you and you’re riding style the best. There are many bike fitting tools on the market all claiming to be the best, but ultimately the tools need experienced and knowledgeable staff to interpret the data and determine exactly which frame size, stem and handlebar set up is right for you. This is where we excel.


Once we have determined your precise specification, and taken delivery of the bike, one of our experienced team will carry out a detailed bike fit, finely tuning saddle height, position, reach and stack. Additionally, if shoes and pedals are to be fitted these will be set up too.

All bikes sold via The Bike Rooms stores are fully tailored to your personal requirements whether it is your first road bike or range topping Dogma F8.


Ideally we like to see every customer face to face to ensure the best possible fit but we understand that it is not possible for everyone. If you can’t get into one of our stores and would like to purchase online, please have a look at our online sizing guide (insert link to new site) or feel free to contact us on [email protected] with your enquiry. We will gladly talk through the different sizing options and frame types.


If you currently ride a different brand or you are unfamiliar with Pinarello sizing please be aware that we measure our frames in a different way to most, so just take care when looking at our sizing. For example, a 56cm in another brand might not be the same as a Pinarello. If you are unsure please contact one of the team and we will advise you in the best possible way.


As a part of our commitment to outstanding customer service we provide a unique aftersales service unlike any other.


We advise that your bike is regularly maintained by us at least once every 8 weeks dependent on usage. You may find that we need to look at it more often if you are getting plenty of miles in. If you feel like something needs looking at, please contact your local store and book it in as early as possible.


You are welcome to get your bike serviced elsewhere, but when it comes to Pinarello we are the best around and know the intrinsic detail of every model.


If you would prefer to service your bike yourself, beware that unless you are a trained mechanic this is not advisable. Our bikes are finely tuned pieces of kit and the slightest adjustment in the wrong direction can cause serious damage.


To book in for a service, please give your local TBR store a call with plenty of notice, our workshops can get very busy with waiting times up to 4 weeks in busy periods. Depending on the extent of your service or repair, lead time on parts will determine how long we need your bike for. Some jobs take 30 minutes others can take up to 2 weeks if we’re waiting on specific parts for you. Each job is different, we’ll always do the very best we can to get you fixed up and ready as soon as possible.

Club Rides

Each of our stores offer a relaxed, sociable group ride every weekend to encourage people to get out on their bikes, meet friendly like-minded people and test some of the latest bikes and apparel. We have a “no drop” policy so everyone is looked after and catered for. The rides are typically for 2 hours and the pace depends on the ability of the group. Weekly numbers vary, usually determined by the weather. On a nice day we might expect 20-30 riders, in which case we tend to split into two groups based on course and speed. Our experienced lead riders know the roads well and are able to plan routes for all abilities accordingly. Routes vary from week to week to keep things interesting and new!


Currently you do not need to book on or reserve a place on our rides but please feel free to give your local shop a call to let us know you are coming along. This may change if our rides start to become over-subscribed.


Club rides meet every week from outside one of our stores or a specified location dependent on your local store. Feel free to join us for a coffee before or after with other TBR riders.


Manchester – Saturday, 9am Costa Coffee, Wilmslow, SK9 5NG


Swindon – Saturday, 8.30am Outside the Store, SN3 1QY


London - TBC


Please make sure you are equipped with the correct clothing for the weather forecast, have a look the night before and wear the right clothing for the right weather, we don’t want anybody getting cold and wet! Please also bring along spare inner tubes, pump, tyre levers, multi tool and patches in case you puncture or have a mechanical issue along the way, you’ll need to be able to ride back..

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