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Fitz is my fav too. Kinda ideal location. If I could find a spot like that I'd be laughing. East is home but I know its saturated.
mskulls-
I think its part tapping the market who needs/wants a shop in proximity (might seem invisible that demographic) and part creating a market .. for both scenarios you need a place which seems like a desert.
Of course there is risk involved but then would you do anything else but bikes? I think the best part is you have got the rarest commodity sorted which is the 'vibe'.
amey
I'm always pleased by how good Fitzrovia has been over recent years. Always got the stuff I want.