The Infinity group has refurbished its Great Portland Street store, the oldest motorcycle clothing shop in the West End of London, situated just minutes from London’s famous Oxford Street.
Being close to the BBC’s new Broadcasting House, the shop regularly serves celebrity riders including Hugh Laurie (pictured), Gordon Ramsay, Dermot O’Leary, Harry Enfield, James McAvoy, Marcus Mumford and Ewan McGregor, among others.
The showroom, one of 14 clothing and accessories outlets owned by Infinity Motorcycles, has benefited from a total makeover: the suspended ceiling has been removed to reveal period features and skylight, in keeping with the historic surrounding area; new carpet and slat walls have been installed to freshen up the interior; and the basement has been renovated.
As well as being central London’s only Dainese Clothing stockist, Infinity Great Portland Street offers a huge range of motorcycle clothing and helmets from brands such as Arai, Shoei, and Davida; Belstaff; Rukka, Sidi and Alpinestars, as well as luggage, sat nav and on-bike communications equipment, security chains and alarms and much, much more.
Infinity director Rob Puttick said: “Great Portland Street was known as Motor Row in the early twentieth century and it’s good to know that we’re maintaining that tradition. It’s a unique location and we have to stock products that cater for everyone, from wealthy foreign tourists to motorcycle and scooter commuters on tight budgets.”
Infinity Motorcycles, founded in 1999 and recently identified as one of London Stock Exchange’s 1000 Companies to Inspire Britain (as reported in BDN last month), also operates a Yamaha premier dealership in South London.