A European start-up cycling company is making inroads into the UK market by opening a pop-up store in Birmingham.
Copenhagen-based electric cycle brand Mate.Bike has launched the small store and a test ride area on the upper mall of the Bullring.
The company was started by siblings Christian Adel Michael and Julie Kronstrøm Carton in Denmark in 2016 after the pair felt they were unable to find a good-looking, practical electric bike so decided to design their own.
They are aiming to tackle climate change, congestion and health issues, without sacrificing fashion.
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The pop-up is part of a new portfolio-wide partnership between Hammerson, which co-owns and manages Bullring, and Appear Here which works with property companies and tenants to rent out retail space on short-term lets.
Bullring general manager Stephanie Lacey said: “We’re delighted to be welcoming Mate.Bike to the centre for the next few weeks.
“We’re always looking for new pop-ups that can deliver something different and exciting for customers and this is a great example of that.
“The new pop-up store will offer our customers something completely new and it’s great that they’ll actually be able to try out the bikes too in the test ride area.
“It’s the perfect addition to Bullring in the run-up to Christmas.”
Mate.Bike director Naveed Khawaja added: “We couldn’t be more excited to come to the UK’s greatest shopping centre and to help ignite the electric bike revolution in Birmingham.”