About us

At Giant Oxford, we dream…

Everybody has a bike and everybody cycles.

Everybody rides Giant or Liv and everybody smells nice.

Cycling is clean and the three grand tours (and all the Spring Classics) are broadcast live on free to air TV.

Every town has a crit and every village a croissanterie with bikes outside and coffee on the go.

We’re adult enough to know this is unlikely, but childlike enough to try to make it happen, one bike at a time...

In the meantime, we celebrate!

We celebrate the fact that cyclists are viewed as slightly odd by non-cyclists. This is part of what defines us: we rejoice in being fit and healthy, non-polluting, quicker through traffic and belonging to part of something cool. For us, this compensates for seeming vaguely anti-social when we turn up smelling of sweat and wet wool and mentholated chamois cream.

We celebrate and share our love of cycling love by selling bikes and kit with stonkingly good customer service in our soon-to-be-famous retail emporium, Giant Oxford. By buying from us you demonstrate your good taste, love of great design and at least a passing interest in our sport.

We celebrate cycling, which is unique in that we - yes, we - ride the same roads as the sport’s greats have done for hundreds of years. We can watch the Tour on the telly and when Tadej crests L’Alpe d’Huez or Le Tourmalet we can say “I’ve done that”.

So whilst most of our gorgeous, wonderful, diverse and lovely customers may be some way behind Primos and Jonas, they can still get up the climb to Headington or Cumnor and feel great about it then and for ever after.

And that feeling is what Giant Oxford is really all about.