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Perennial bicycle brand Brooks England has officially announced the opening of its first ever store – B1866 – as a place that will not only showcase its vast product range, but will also serve as a homage to its rich heritage of 150 years. Over the last 11 years or so, the team behind this English staple have been diligently at work restructuring the company as well as restoring its inventive past to the point where they can now run their very own retail segment tailored to the brand’s revered philosophy. Situated in the heart of London on Earlham Street in the Seven Dials district, the minimally designed shop will also feature a slew of partnering brands as well as a basement room that will help patrons create custom orders. If you’re in the London area be sure to check out the B1866 brick and mortar as well as its website for more information.