London Store

Established in 2007, Urban Rider is the London shopping destination for discerning motorcycle and scooter riders. 

Located at 51 New King’s Road our store offers an immersive shopping experience, from the helmet walls through rows of armoured jackets to a wide range of accessories and Jerome's coffee machine. The store offers the best rider wear from over 50 leading international brands including Belstaff, Biltwell, RevIT, Merlin, John Doe, Deus ex Machina, Johnson Motors Inc, 78 Motor Co, Goldtop, Lewis Leathers, Tucano Urbano, Hedon, Davida, Bell, TCX, Biltwell, Knox, Stylmartin, Nexx, Roland Sands Design, Baruffaldi, Kriega and DMD. 

Riders can expect a friendly, professional shopping experience from staff with an in-depth knowledge of products and genuine passion for all things two wheels. Even if you're not planning on buying something, feel free to come hang out and chat bikes with us!

Please note, not all products on the website are available in stock at the store, please call prior to visiting on .

Address & Opening Hours

Bike Exif Equipment
51 New Kings Road London SW6 4SE

Motorcycle and scooter parking is free in the surrounding roads.

Short walk from Fulham Broadway underground station. 

  • Monday: 09:00 - 19:00
  • Tuesday: 09:00 - 19:00
  • Wednesday: 09:00 - 19:00
  • Thursday:09:00 - 19:00
  • Friday:09:00 - 19:00
  • Saturday:10:00 - 17:00
  • Sunday:Closed


'One of the leading lights is Urban Rider a small, thriving shop on New King’s Road that traditionally focused on stylish, functional, high-quality riding wear for scooterists and bikers. Now it’s turning its attention to producing bespoke bikes too and recently wheeled its first project out of the workshop. The result? A fabulous-looking Honda CL 400-based Street Scrambler.'  David Williams - Evening Standard

'If you live in London, the place to shop for motorcycle gear is Urban Rider. It’s where you’ll find all the big-name brands, and they build damn cool bikes too.'  Chris Hunter - Bike EXIF