Helly Hansen will open their first UK concept store at Manchester Arndale shopping centre on Tuesday (27 October).
The Norwegian company's base layers have long been a popular choice with cold weather cyclists, and in recent years they have sponsored mountain bikers including Canadian freerider Matt Hunter.
The new 250m² store will have its own weather station which will deliver live reports and video footage from locations around the world.
Helly Hansen are planning to build more stand-alone stores in the
David Wiley, Helly Hansen UK's sales director, said: “By having our own store we can showcase the collection and the brand to its full potential."
This women's Freeze half-zip base layer is part of Helly Hansen's winter range