Norton Motorcycles has chosen Beak Street in London’s Soho to launch its debut UK clothing store, selling its heritage range of clothing.

Since 1898, Norton has built a reputation as a British institution for style and engineering. Models were even used in WWII and still remain extremely desirable for collectors.

Having only one other store in Barcelona, the new Soho store will be over a ground floor and basement unit, covering 2,040 sq ft.

Commenting from real estate company CBRT, Michael Horwitz, said: “The Norton brand has endured for more than a century and is naturally associated with high-quality and prestige, thanks to a history of esteemed craftsmanship and celebrity endorsements.”

“Situated just off Carnaby St, the new outlet will offer shoppers a taste of Britain’s motorcycling legacy and will no doubt prove as successful in Norton’s home country as it has been abroad.”