When Westfield opened in September 2011 a walk around the centre soon revealed that you could buy a car but not a bike. I talked with one of the centre's managers and he said that there was plenty of space if I wanted to open a bike retailer. Not the answer I was looking for from a location claiming green credentials. Just before the Olympics a bike shop opened called The Bike Rooms. It only sells the Italian Pinarello range of bikes which are quality but come with a hefty price tag and the Assos range of clothing. These were the bikes supplied to Team GB. If you've been fortunate enough to win the National Lottery then their time trials bike with a price tag of £14,000 shouldn't faze you. At the other end of the price spectrum, £8.99 for a tub of Assos chamios cream could be the start of an aspirational purchase. A good looking modern shop with good looking staff. The Bike Rooms, 108 The Street, Westfield Stratford City. http://www.thebikerooms.com/