British bike brand Quella brings commuter bike test centre to London
British commuter bike brand opens London flagship as demand for stylish, low maintenance cycling surges.
Quella, the British brand redefining the modern hybrid bicycle, is proud to announce the opening of its first ever retail store at BOXPARK Shoreditch. The launch marks a major milestone for the company, which has grown from a small Cambridge workshop into one of the UK’s most exciting disruptors in the commuter cycling space.
With London cited as the most congested city globally, the appetite for efficient, reliable and stylish commuting options has never been stronger. In fact, cycling journeys in London have increased by 43% over the past six years to 1.5 million a day.
The new BOXPARK Shoreditch hub will serve as a flagship destination where customers can test-ride bikes, explore the full Quella range, buy accessories, and access repairs and servicing. The store will offer free in-store bike builds, MOT checks (£39), general servicing (£75), premium servicing (£160 with 30% off components), and repairs starting from £15.
To celebrate the opening, shoppers will receive £50 off any bike purchased in store throughout the first month, along with a free helmet. Quella will also be running a competition from 16th April to 5th May, giving anyone who visits the store during this period the chance to be entered into a draw to win a Limited-Edition Shoreditch bike. Runner-up prizes will include a helmet, Quella merchandise, and complimentary bike servicing.
“Quella is built to make commuting by bike simple and enjoyable. Our bikes are designed for riders navigating busy city streets on their daily journey to work. They’re comfortable, practical, and don’t require lycra, just hop on and go. With single speed, geared (hybrid), and electric bikes available, there’s something for every commuter. Starting from just £499, Quella offers exceptional value for modern commuters and looks great doing it.” says Joshua Hale, General Manager of Quella.
On the new Quella BOXPARK store, Ezinné Egbochue, Trader Acquisition Manager for BOXPARK says, “Quella’s arrival at BOXPARK Shoreditch brings a fresh burst of creativity and craftsmanship to the neighbourhood. Shoreditch has long been a hub for design led thinking, independent makers and bold, urban style – and Quella fits seamlessly into that spirit. Their beautifully engineered bikes and commitment to sustainable, design focused travel make them a natural addition to our community of forward-thinking brands. We’re excited to welcome a concept that not only further bolsters our retail mix but also reflects the energy, individuality and innovation that define Shoreditch.”
Quella’s unparalleled growth
Founded in 2012 in a disused chicken shed in Cambridge, Quella began with a simple mission: to build beautiful, single speed bicycles with classic steel frames, clean lines and retro styling. Today, every Quella bike is still hand assembled in the UK, now from the brand’s Gloucestershire HQ, where its team has expanded the range to include geared and electric commuter models – all without compromising on Quella’s core principles of aesthetics, simplicity and durability.
With the opening of Quella’s first London flagship, the team is also expanding. Alexandra McKenna, new Store Manager and Lead Mechanic says, “Joining Quella at such a pivotal moment is incredibly exciting. As a mechanic, I’m passionate about helping people feel confident on their bikes, and I can’t wait to bring my skills to BOXPARK Shoreditch. It’s a privilege to be part of the next chapter of the Quella story –
supporting riders, showcasing our bikes, and proving that there’s plenty of room for both men and women in the workshop.”
Despite Quella’s rapid growth, the brand remains committed to being a genuine force for good within the cycling community. The launch of its geared commuter bike last year delivered 30% year on year growth, and in that same year the company continued to prioritise social impact alongside innovation. Last year, Quella partnered with Bristol based charity, Life Cycle to create a custom commuter bike designed for the city’s hilly terrain, with 25% of all proceeds going directly to Life Cycle’s projects – from supporting people with disabilities to access cycling, to providing rehabilitative bike mechanic training in prisons, and funding community cycling initiatives across the South West.
Quella’s commitment to quality and customer experience has earned the brand an ‘Excellent’ 4.8* rating on Trustpilot, alongside a loyal fanbase stretching from Portugal to South Africa. With prices starting at just £499 and compatibility with a wide range of Cycle to Work schemes, Quella continues to make premium commuter cycling more accessible than ever.
As Quella opens its first London store, the brand remains committed to its founding values: beautiful design, British craftsmanship, and a belief that cycling should be simple, joyful and accessible to all.
Quella is the commuter bike brand to watch in 2026 – charming vintage looks, modern engineering, customisable finishes, next day delivery, and now a flagship London home.
Quella’s BOXPARK store opened on 16th April 2026 at Unit 28, BOXPARK, 2-10 Bethnal Green Rd, London, E1 6GY. Opening hours will be: 11:00 – 19:00 Monday – Saturday, 12:00 – 18:00 Sunday.