[Closed] Soho bikes closing, and a wider rant...

There is something deeply wrong with the industry if a shop as good as Soho can’t make a living.

From what I’ve heard/read, they were everything your discerning (other, less complimentary, terms are applicable here) MTBer wanted, hell, they were the STW readers LBS of the year in ‘16, MBRs best bike shop in London, and always getting praise on FB and other social media. I understand their coffee was ace too.

Adapt or die, the internet know all’s will say. To what now? What were they doing wrong?

Best of luck for the future to all involved, hopefully this will be a turning/wake up point for the industry.