In July 2020 Selfridges launched its first-ever Bike Shop in The Corner Shop of its Oxford Street store. The collaboration with Smartech saw the space transformed into a one-of-a-kind electric vehicle destination complete with e-bikes, apparel and exclusive gear. Born to revolutionise an ailing world, its existence demonstrates a new era of urban travel combined with innovation like no other.

After the successful Corner Shop preview, The Bike Shop by Smartech is now a  permanent feature of the LG floor in Selfridges, situated next to Smartech’s 200sqm flagship store.


Customers can discover and try the best bikes and accessories in the industry from the likes of Mate X, Angell and Superstrata. Smartech has curated a collection of the very best in e-vehicle innovations from up-and-coming entrepreneurs reinventing the cycling industry. There is also a selection of pushbikes from Veloretti and Tokyo Bike. The products available rotate weekly and are available to test drive in a  dedicated zone in the Selfridges car park. For customers unable to get to store, the range will be available to order at and

Rob Smith, Head of Partnerships at Smartech, says: “Our team has scoured the world to bring the latest and greatest in e-bike technology to the discerning Selfridges customer. As we emerge from another lockdown into the ‘new normal’, we’ve seen an increased focus on health and wellness, looking after the environment and most importantly safety, with people avoiding public transport where possible. E-bikes speak to all of these trends and customers can expect to see the ultimate edit of the most innovative  brands of tomorrow, today.”

Selfridges Technology Buying Director, Martyn Stroud, comments: “With the nation’s renewed interest in cycling, it is the perfect time for us to host The Bike Shop, offering a selection of the very best e-bikes and innovations on the market. As well as being ideal for commuting, energy-efficient and emissions-free, e-bikes are a really fun way to get around town. We’re excited to welcome customers in-store to discover and try the bikes for themselves.”

Following the successful launch at The Corner Shop, The Bike Shop by Smartech can be found at it’s permanent home on the LG floor at Selfridges. Even though the stores are cirrently closed, you can browse the  range at and