It needs someone with grit and guts to do it. I've been cycling in London for 10 years and racing since 2006. I've had to beef up my knowledge, learn how to talk the talk and cope with the frustration of having to visit 4 or 5 different stores before finding the right bit of women's specific kit. How many bike shops stock sportsbras, do you reckon? Clothing is the biggest issue at the moment. Totally and utterly frustrating and I'm a size 8 ... can you imagine how my size 18 buddy gets on?
It might be a long path to success and will need to be perfectly pitched, but London needs this.