The store name refers to when the brand was established in the UK and adds a modern edge to the heritage brand. The B1866 shop is not only a showcase of their product range, but a celebration of the Brooks brand’s 150 year history.
Brooks is increasingly trying to leverage its cult reputation to become a fully-fledged lifestyle brand and the store is seen as central to that push. The new store shows off the complete Brooks Saddles range, limited editions, repair kits, other cycling paraphernalia but also clothing and a wider range of bags.
The B1866 store features a lovely little basement room where clients can order custom made coloured saddles. It also hosts some of the world's leading frame makers who offer a full custom build service.
At the B1866 store, simplicity reigns. Painted brick walls enclose the space, making it cozy and homey, while brightly colored furnishings and accessories add in a welcomed pop of color. This modern interior works harmoniously with the products and vintage detail on display.
Brooks make more of their heritage by displaying photos of John Boultbee on the walls. The shop sign is made from copper – an allusion to the copper rivets used in Brooks saddles – and it’s a theme that continues inside. B1866 is a classy, traditional-looking joint with everything very neatly displayed and Brooks themselves are referring to it as the Brooks Cathedral.