John Lewis & Partners Launches Online Kids Bike Subscription 

The sustainable bike subscription service in partnership with Bike Club will now be available online as well as in store at John Lewis Westfield Stratford  

Last year John Lewis & Partners announced a brand new partnership with kid’s bike subscription service Bike Club. After a successful launch in the Stratford store, Bike Club will now be available online from today, giving parents a hassle-free option when choosing a new or refurbished bike for their kids.

Founded in 2016 by Alexandra Rico-Lloyd and James Symes, Bike Club is the UK’s first kid’s bike subscription service and to date has succeeded in getting over 40,000 young cyclists pedalling. Bike Club makes high quality kids bikes and scooters more accessible to parents through an easy to manage monthly subscription, starting from as little as £4.49.

To ensure a child experiences the benefits of riding the perfect-sized bike, a parent would need to buy eight different bikes before their child has turned 12 years old. Bike Club aims to make this a seamless experience, saving them both time and money. The service also eliminates the throw-away culture that is commonplace within the existing kids bike market. Those who sign up and become a member can select a convenient date for the bike to be delivered directly to their door. This can then be exchanged at any time as their child grows.

John Lewis customers can try a selection of high-quality brands such as Frog, Forme, Strider and Woom at the Stratford store before choosing the model and size they’d like to begin their subscription with. Children can try these out for size, and even peddle, in store on the innovative roller system. The Bike Club bespoke sizing system will ensure children 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.

bike subscription

When Bike Club members are ready to exchange their bike, they simply arrange a collection via the Bike Club website. These are collected at the same time as the next sized bike is delivered to their door. The collected bike then heads back to the Bike Club state of the art production facility where it gets refurbished by an expert team of technicians and offered to a new family to ride and love for a reduced monthly fee. Directly contributing to a circular economy that is reducing the millions of bikes that are sitting unused and wasted across the UK.

Commenting on the new partnership Alan Wright, Category Lead at John Lewis, said:

“We are delighted to be offering our customers accessibility to Bike Club online and offering a sustainable way to shop for even more of our customers. ”

James Symes, CEO and co-founder of Bike Club, added: “We are thrilled to announce our new online service with John Lewis & Partners offering customers a sustainable alternative for their children’s bikes. 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.”