Velorution (who have just opened a second outlet in Selfridges).
Bikefix.
Bon Velo.
I'd imagine that Sigma or Mosquito have more in common with Bike Room that that lot, and I know at least Velorution isn't exactly a poster-boy for economic viability :)
Velorution (who have just opened a second outlet in Selfridges).
Bikefix.
Bon Velo.
The same people willing to spend £500 on a "cycling suit jacket". Or buy Paul Smith/Ted Baker cycling gear.
London is increasingly dominated by people with silly money to splash around. Cycling is more fashionable than ever. In this city, it will work.