Bijen, a Dutch e-bike brand, opened its second physical store in China on July 9.

Located on Tongren Road in Shanghai's Jing'an district, the new store follows the launch of the brand's first China outlet in the Qiantan area last year, aiming to offer much more than a traditional retail space.

Housed in a warm-toned, two-story building, the store is designed as an immersive environment where visitors can explore and experience a modern cycling lifestyle.

By combining electric bikes, lifestyle products, and urban exploration experiences, Bijen aims to provide a "cycling lifestyle+" solution tailored for city dwellers.

The store is positioned to serve a "15-minute cycling community", covering upscale residential neighborhoods within 1.5 kilometers and numerous office buildings within 5 kilometers. It is designed for short-distance commuters seeking both convenience and enjoyment in their daily rides.

At the opening ceremony, Bijen unveiled two e-bike models in a brick-and-mortar shop for the first time: the foldable LDN 200 from its city series and an IoT (Internet of Things)-connected model. Both reflect the brand's vision of cycling as a shared and enduring experience, designed to help people reconnect with everyday life through the simple joy of riding.

Industry reports indicate strong growth in Shanghai's premium e-bike market, with over 70 percent of consumers prioritizing how well a bike suits both commuting and leisure needs. As commuting tools evolve into lifestyle statements, the future of urban mobility may lie in these reimagined 15-minute journeys.

Sources: Shanghai Observer, official WeChat account of Bijen