Pas Normal Studios Adding Singapore and Munich Flagship Stores

Pas Normal Studios, which bills itself as a “Danish cycling apparel powerhouse,” said it continues to grow in a segment of the cycling market that caters to a technically-driven, aesthetically conscious demographic with higher-priced options. In 2023 it has made its intentions clear by outlining ambitious goals for global expansion and growth. The Danish brand confirms this with the continued introduction of flagship stores around the world.

This past Spring, Pas Normal Studios introduced itself to the U.S. west coast with the opening of a flagship store in downtown San Francisco. Another store opening recently took place in the heart of Munich on Fraunhoferstraße 10 in a 180 square meter space designed by Danish architects OEO and the latest addition, and the third store in Asia after Taipei and Seoul, is a Pas Normal Studios flagship store in Singapore, which opened this past weekend in the Funan development.

These additional openings bring the total number of Pas Normal Studio stores to seven, including Copenhagen, Mallorca, Taipei and Seoul. Pas Normal Studios said it intends to connect with local cycling communities through the provision of physical spaces to gather at for weekly social and training rides, to host events and serve as a physical touchpoint for all things related to the brand. The stores afford customers the opportunity to ‘try before you buy’ and take advantage of the support offered by trained staff in spaces that are Scandinavian-designed showcases of brand heritage.

According to Pas Normal Studios CEO Peter Lange “We are now at a point where our global range of stores ensures that we are reaching a wide audience of cycling enthusiasts. Our stores are designed as a base for the local community to gather for ride-outs and social events. The space offers a possibility to connect with the brand and displays our latest collections. Our stores are important touch points between us and local communities, gathering feedback that helps us continue to develop technical apparel and meet the needs of our customers.”