Adrian Williams, managing director of Pashley Cycles, has been with the bicycle maker for 15 years and is certain that business “has never been better”.

Co-owner of the company, which opened in Stratford in 1926, he has the numbers to prove it. “Seven weeks ago, orders were up 25 per cent on the same period last year. Now they are up 100 per cent.”

Since Pashley makes each bicycle to order, the rise in demand means that the company will have to add to its 43 full-time employees.

Mr Williams says there is no one reason behind the brisk trade. “There has been a massive cultural shift in this country with regards to environmental issues. At the same time there is a health drive going on and in London we had the congestion charge, generating massive demand for bikes.”

But why Pashley in particular? What makes this premium brand, whose adult bikes start at £395, so popular?

“People are also looking for ... heritage and distinctive styles. There has been a swing back towards retro styling in general — and we’ve been doing retro for 80 years.”

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