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John Lewis launches kids bike subscription service with Bike Club

Jeremy Lim
17 November 2021

John Lewis & Partners has today launched a kids bike subscription service in partnership with Bike Club.

The service aims to give parents a hassle-free option in the build up to and beyond Christmas while providing an alternative to purchasing new or refurbished bikes. It also marks the first time the department store has ventured into a subscription service model

Initially launching in the Stratford store, John Lewis customers in Westfield shopping centre can try a selection of high-quality brands including Frog, Forme, Strider and Woom, before choosing the model and size they would like to begin their subscription with.

The bikes can be tested in-store on the innovative roller system, with the Bike Club bespoke sizing system ensuring that the children will always have the correct sized bike. Parents can join Bike Club there and then, before arranging delivery of the bike through an interactive store tablet.

When Bike Club members are ready to exchange their bike, they can arrange collection through the Bike Club website. The bike will be collected at the same time as the next sized bike is delivered to their door. The collected bike is returned to the Bike Club facility where it gets refurbished and offered to a new family to ride for a reduced monthly fee. The company added that the business model contributes directly to a circular economy to reduce millions of bikes that are unused across the UK.

Alan Wright, Category Lead at John Lewis, said: "We are delighted to be partnering with Bike Club and offering our Stratford customers the opportunity to - sustainably - always have the right sized bike for their children. We know there are many young families in and around Stratford and we expect Bike Club to be very popular as customers look to make the most of the local amenities such as the Queen Elizabeth Olympic Park."

James Symes, CEO and Co-founder of Bike Club, added: “We are thrilled to announce our new partnership with John Lewis & Partners marking our first-ever physical retail presence. It is great to be able to offer John Lewis customers a sustainable alternative for their children’s Christmas presents. As society faces climate change, we should work together not to consume less, but consume better, meaning we should rent better things and refurbish them. This is exactly the option Bike Club gives tens of thousands of families across the UK.”

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