Rapha’s first outlet shop, the Rapha Archive Store, will open in Kilver Court, Shepton Mallet, a week today on 3 April, giving cyclists the chance to grab past-season and end-of-line kit at friendlier prices than usual for the self-styled luxury brand.
Riders under 18 with a British Cycling membership card will also get an extra 15 percent off at the store, which Rapha is also pitching as something of a brand museum to exhibit examples of older gear, photos and memorabilia.
The company was founded in 2004 with only three products – the Classic Jersey, Rapha Cap and Softshell Jacket – and has since found spectacular popularity within circles of cyclists who pride themselves in riding in a well turned-out manner.
The West Country address near Frome is a converted Victorian textile mill and was formerly the headquarters of fashion brand Mulberry. The Archive Store will open 9.30am to 5.30pm Monday to Saturday and 10am to 5pm on Sunday.
Rapha CEO, Simon Mottram, said: “After the first few years of retailing predominantly online, we’ve fallen in love with our own Cycle Clubs and have realised how valuable it is to have a physical showcase.
“Like all retailers we end up with unsold stock at the end of each season and it’s attractive to be able to sell that in a branded space rather than through other channels. Kilver Court provides a sympathetic environment to do this, and it’s great to have the opportunity to show some of our archive that we’ve accumulated over the last 10 years alongside end of season bargains.”
You’ll find more info and directions to the new store on the Rapha website.