Global interactive fitness brand Peloton is to launch a new store in Birmingham city centre later this month.
The company, which was founded in 2014, is opening the shop in the Bullring on August 28.
Its launch will come just two weeks after lifestyle brand Kate Spade New York opened its latest outlet, also in the Bullring.
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New York-based Peloton manufactures stationary bikes which allow users to take part in virtual, instructor-led spinning classes via a screen attached to the bike.
The technology has enjoyed a boom in recent months as more people have been forced to exercise at home due to the coronavirus lockdown.
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The new store, which will be its only venue in the Midlands, is located on the upper floor in the unit previously occupied by tech giant Bose, and more recently by cosmetics retailer Nyx.
The 1,700 sq ft showroom will have private trial rooms and also sell branded clothing.
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Kevin Cornils, managing director of international operations for Peloton, said: "We're excited to open our latest showroom in Birmingham.
"Peloton is such a unique experience that you have to try it and our retail showrooms are a great way to learn more about the brand and the Peloton bike in person."
Bullring general manager Steph Lacey added: "The fact that a global brand like Peloton has decided to open in the Bullring really highlights the popularity not just of the destination but of Birmingham as a city as well.
"I am certain the new showroom will be hugely popular and that Peloton's unique offering will appeal to many visiting."
Also joining Birmingham's largest shopping centre is luxury lifestyle brand Kate Spade New York.
The store has opened on the upper level next to Selfridges in the unit formerly occupied by fashion retailer Whistles.
Bullring and Grand Central News
The new 1,500 sq ft store is one of only a handful of standalone locations for the US brand in the 海角视频 where it sells women's products such as handbags, shoes, jewellery and homeware.
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Iain Mitchell, 海角视频 commercial director of Bullring owner Hammerson, added: "This announcement really highlights the continued popularity of destinations like Bullring to both brands and customers.
"While the retail sector is undoubtedly challenging at the moment, it's clear the strongest locations remain in demand and that brands with a unique offer, like Kate Spade and Peloton, can still succeed."