MAAP, the Melbourne-based cycling apparel brand, has opened a concession at luxury London department store Harrods.
The Knightsbridge retailer has a history of supporting road cycling, as title sponsors of the Harrods Racing Team in the late 90s.
The roster included former National Champion turned commentator Matt Stephens, retired pro Justin Clarke and ex Raleigh-Banana sprinter Chris Lillywhite.
Harrods also partnered with Rock Racing, a USA professional outfit founded by fashion entrepreneur Michael Ball, during the team's first visit to the UK to race in the 2008 Tour of Britain, hosting an in-store launch event and Q&A with riders Tyler Hamilton, Santiago Botero and Óscar Sevilla.
Once again returning to the sport, Harrods and MAAP have teamed up to create a new menswear boutique, allowing visitors to shop a wide selection of the Australian marque's highly regarded, innovative road cycling apparel.
MAAP commissioned leading London-based retail design consultants Brinkworth to design a bespoke 'shop in shop' retail kit to translate the brand into this iconic London destination.
'When Ollie (Oliver Cousins, MAAP Co-Founder) and I first started MAAP in 2014, like any business, we set some future goals and having our brand in Harrods was one of them. "To see that finally come to life is a really proud moment for us," said Jarrad Smith, MAAP Co-Founder.
"We've also partnered with Brinkworth on the design which was a no-brainer. Not only are they well-known for creating a retail space, they were able to help us translate our hometown feel into this area, to create an immersive brand experience."
The new MAAP boutique is now open in the Sports and Outdoor room at Harrods.
To view MAAP's full range of apparel, visit maap.cc.