John Lewis & Partners Launches New Sustainable Online Kids Bike Subscription

    John Lewis & Partners will now offer a monthly online kid’s bike subscription service through their partnership with Bike Club.

    Credit: The Bike Club

    A Sustainable Subscription Service

    After a successful launch in the Stratford store in 2021, the sustainable subscription service in partnership with Bike Club will now be available online,  giving parents a hassle-free option when choosing a new or refurbished bike for their kids.

    Bike Club is the UK’s first monthly kids bike subscription service, offering high-quality kids bikes that can be exchanged as children grow.

    Founded in 2016 by Alexandra Rico-Lloyd and James Symes, Bike Club is the UK’s first kid’s bike subscription service and to date has succeeded in getting over 40,000 young cyclists pedalling. Bike Club makes high quality kids bikes and scooters more accessible to parents through an easy to manage monthly subscription, starting from as little as £4.49.

    Credit: The Bike Club

    Save Time, Money & Eliminate Waste

    To ensure a child experiences the benefits of riding the perfect-sized bike,  a parent would need to buy eight different bikes before their child has turned 12 years old. Bike Club aims to make this a seamless experience, saving them both time and money.

    The service also eliminates the throw-away culture that is commonplace within the existing kids bike market. Those who sign up and become a member can select a convenient date for the bike to be delivered directly to their door. This can then be exchanged at any time as their child grows.

    Credit: The Bike Club

    How it Works

    John Lewis customers can try a selection of high-quality brands such as Frog, Forme, Strider and Woom at the Stratford store if they would like, before choosing the model and size they’d like to begin their subscription with. Children can try these out for size, and even peddle, in store on the innovative roller system.

    The Bike Club bespoke sizing system will ensure children always have the correct sized bike. Parents can join Bike Club there and then, before arranging delivery of the bike through an interactive store tablet.

    When Bike Club members are ready to exchange their bike, they simply arrange a collection via the Bike Club website. These are collected at the same time as the next sized bike is delivered to their door.

    The collected bike then heads back to the Bike Club state of the art production facility where it gets refurbished by an expert team of technicians and offered to a new family to ride and love for a reduced monthly fee. Directly contributing to a circular economy that is reducing the millions of bikes that are sitting unused and wasted across the UK.

    Credit: The Bike Club

    Commenting on the new partnership Alan Wright, Category Lead at John Lewis, said: “We are delighted to be offering our customers accessibility to Bike Club online and offering a sustainable way to shop for even more of our customers. ”

    James Symes, CEO and co-founder of Bike Club, added: “We are thrilled to announce our new online service with John Lewis & Partners offering customers a sustainable alternative for their children’s bikes.

    “As society faces climate change, we should work together not to consume less, but consume better, meaning we should rent better things and refurbish them. This is exactly the option Bike Club gives tens of thousands of families across the UK.”

    Bike Club will be available online through from 21st April. Find out more about Bike Club at

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