At 10:00am on 8 June 2025, ROCKBROS officially opened the doors to its very first brand store in the Southern Hemisphere, located in Melbourne, Australia.
The grand opening was marked by a lively lion dance and festive drum performance, celebrating the brand’s long-term commitment to cycling and passion for innovation. ROCKBROS has now planted its roots firmly in the vibrant cycling culture of the Southern Hemisphere.
Everything Begins with Passion
Reflecting on the journey so far, Mr Zhang Xingang, founder of ROCKBROS, shares: “It all began with passion.”
His love for cycling started during his university years in Hangzhou, where he explored the surrounding countryside with fellow cycling enthusiasts. After graduating in 2003, he chose to dedicate himself fully to the cycling industry, officially launching ROCKBROS in 2005.
From a small distributor of cycling gear to a comprehensive global brand serving riders in over 100 countries, ROCKBROS has spent nearly two decades refining its products and ethos. That passion has now become the foundation of the entire company.
Rather than chasing fleeting trends or market hype, ROCKBROS continues to focus on product innovation and quality. When others prioritise short-term gains, we remain firmly committed to our long-term mission: building bridges for cycling culture around the world.
Melbourne: Our First Stop in the Southern Hemisphere
With deep insights into global cycling culture, we selected 440 Station Street, Box Hill, VIC, Melbourne as the location for our first Southern Hemisphere store.
Ranked by Lonely Planetas one of the world’s most bike-friendly cities, Melbourne offers an ideal cycling environment — from scenic coastal routes to leafy suburban trails. The city features well-maintained roads, a comprehensive signage system, and local cafes around every corner, turning cycling into a seamless and enjoyable lifestyle.
Our store is more than just a retail space. It is a "third place" for local cyclists — a welcoming hub where cycling culture is shared and celebrated.
Nick, Head of ROCKBROS Australia, explains: “Here, people can find the perfect lightweight road bike for morning rides, or kit themselves out with Bikepacking gear for weekend adventures. Through events and community rides, we aim to foster deeper connections with local cyclists.”
ENJOY CYCLING, ENJOY ROCKBROS
As the second international ROCKBROS store following the opening of our Himeji branch in Japan, the Melbourne store marks another milestone in our global expansion.
ROCKBROS has spent over 20 years proving that passion is what drives us across oceans, and that long-term dedication transforms passion into a lasting mission.
Looking ahead, our Heidelberg store in Germany is set to open in early July, followed by our U.S. store launch in late July. True to our motto, "ENJOY CYCLING, ENJOY ROCKBROS," we will continue to inspire riders around the world and write the next exciting chapter of our global cycling journey.
