Austrian bicycle manufacturer woom opened its first flagship experience store at K11 ECOAST in Nanshan District on April 28.

The woom experience store at K11 ECOAST.

The brand is known for making the world's lightest children's bikes — 40% lighter than conventional kids' bikes. Founded in Vienna in 2013, woom is the market leader in Austria, Germany, and Switzerland, with over 2 million bikes sold across more than 40 countries.

The new store, located in the south area of K11 ECOAST — an art exhibition and shopping center — not only sells bikes but also allows customers to test the products and organizes group events for young cycling fans.

Matthew Dean, woom's chief commercial officer, Tong Lixin, chairman of woom's Chinese partner RoyalBaby, and other company representatives attended the opening ceremony.

Company representatives pose for a photo with children joining the woom RidersClub.

"Shenzhen, a vibrant city bustling with innovation, is the perfect location for woom's first experience flagship store," Dean said. He added that he hopes the brand will help more children experience the freedom and fun of cycling while building their confidence through exercise.

To mark the launch of the woom RidersClub in Shenzhen, multiple families with kids rode along a boardwalk from K11 ECOAST to Taizi Bay Park on the day of the opening.

The woom store is just one example of Nanshan's thriving retail industry.

In 2025, Shenzhen saw a record 611 first-store openings, a year-on-year increase of 32.5%. Of these, 295 stores settled in Nanshan District, accounting for 49% of the city's total.

From Heytea, Blue Bottle Coffee, and CHAGEE Super Tea Hub to the recent debut of woom's first experience store, Nanshan has become the premier destination in the Guangdong-Hong Kong-Macao Greater Bay Area for international brands' flagship and debut stores.

Driven by its young population and well-established commercial ecosystem, Nanshan's strong consumption power has made the district a magnet for retail brands.