Victoria Leeds to host Rapha pop-up Clubhouse
Premium cycling brand Rapha is planning to make the most of a seasonal focus on its speciality in Yorkshire next month with the opening of a pop-up shop, called the Clubhouse, at Hammerson’s Victoria shopping centre in Leeds.
It will open this week and stay open until May 19, taking advantage of the publicity and extra interest in cycling caused by the Tour de Yorkshire, which happens from May 2 to May 5.
The Clubhouse will be in the historic arcades of Victoria Quarter and will replicate the product-to-lifestyle offer seen in the brand’s other stores. That means there will be a fully stocked boutique of its clothing and accessories, plus a cafe, and events such as talks and guest appearances from pro-riders.
The company is also planning a series of ‘Rapha Rides’ will take place throughout the duration of the pop-up, using the Clubhouse as a base. These include a 75km group ride suitable for all riders on April 12 and a ‘Yorkshire Classic Reconnaissance’ ride which will tackle the Queen stage of the Tour de Yorkshire, also known as the Yorkshire Classic, on April 28.
It’s also good timing for the company as it coincides with the school holidays and the area should see heavier footfall plus a large number of visits from cycle-focused families.
Simon Mottram, CEO at Rapha, underlined the importance of the pop-up in this particular location: “As a Yorkshireman I am really proud that we are opening a pop up in Leeds this spring. I was born in Rotherham and grew up in Sheffield, both breeding grounds of hard core and successful racers over the years. There is another important historic connection between Rapha and Yorkshire. Local legends Brian Robinson and Tom Simpson both rode for the great St Raphael team in the 1960s. That team was the origin of the Rapha brand name and I actually came up to meet Brian back in 2004 when we launched the company. His stories and memorabilia then were truly inspiring.”
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