JELENEW Opens New Store in Barcelona, Joining the Spanish Women's Cycling Journey

Barcelona, Spain — JELENEW, the high-performance cycling brand engineered exclusively for women, has planted its flag in the Catalan capital with the opening of its newest store at Carrer de la Ribera, 10. The arrival signals more than a retail expansion; it is a statement of intent to support Spain’s growing women’s cycling community through technical innovation and a deep respect for the sport’s female heritage.

To mark the occasion, Jelene orchestrated an International Women’s Day ride that drew a diverse peloton of local riders. Led by accomplished triathlete and cyclist Nadezhton Pavlova, the group covered 53 kilometres of Barcelona’s iconic terrain, underscoring themes of resilience and collective strength. The route finished back at the new store, where riders were welcomed into an after-ride social featuring curated snacks and a “1/100” story-sharing session. Attendees toured the space, experiencing first-hand the technical attributes of the brand’s women-specific apparel.

Inside, the store doubles as a cultural hub. A striking Women’s Cycling History Wall chronicles the pioneers of the sport—from 19th-century trailblazers to today’s professional icons—highlighting the courage and endurance that have shaped women’s cycling. JELENEW says the installation is designed to inspire newcomers and veterans alike, reminding every visitor that a lineage of strong women precedes them.

Barcelona has long been celebrated as a global cycling destination, yet riders have struggled to find high-performance kit tailored to the female body. JELENEW aims to fill that gap with its flagship collections, while also unveiling JELENEW+, a dynamic lifestyle and outdoor line aimed at active women beyond the racecourse. A dedicated trial zone within the store allows cyclists to test garments, ensuring fit and function meet the demands of everything from city commutes to mountainous gran fondos.

By pairing cutting-edge women-specific design with a monument to the sport’s history, JELENEW’s Ciutt Vella location offers more than gear—it offers community. The brand invites local riders to stop by, share their own “1/100” stories, and join a movement of women who pedal with purpose.