'If we weren't selling them, I wouldn't make them' –MAAP founder on cycling kit prices, the state of the market, and opening a London store

Jarrad Smith, co-founder of MAAP, explains that his cycling kit is "affordable luxury". The brand's jerseys range from £130 to £235, while bib shorts cost between £195 and £265. Smith believes that customers are willing to pay a bit more for a premium product, especially when it comes to performance and comfort. MAAP's new London store, the 11th of its "LaB" (Life around Bikes) hubs, features custom-made neon green sofas and cobblestone floors.

The company has been profitable and is experiencing high growth since its founding 12 years ago, despite some of its competitors facing financial difficulties. Smith justifies the cost of his products by highlighting the expense of materials, design, and sustainability. He also emphasizes the comfort of MAAP's bibs, which provide better support for serious riders.

Despite some concerns about opening in London amidst the closure of similar stores, Smith is confident in the company's success and future plans, including a new off-bike range and a sponsorship deal with the Australian WorldTour team Jayco AlUla.