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@dancing james
Velorution have a captive Market of people who tend to want classic looking heavy shopper bikes andaccessories for milfs on bikes.
Their main crowd do not appear to be serious cyclists, instead it's well heeled central londoners.
It appears they have identified a niche and exploit it well. Somehow it means they can get away with appalling service and actively excluding certain groups - eg fixie skidders and non Caucasian immigrants.
Not somewhere I would chose to shop. I can find want they have elsewhere without having to pay over the odds or get service with a sneer.