Sorry to rain on your parade, OP but that number sequence is actually an OLD London phone number - since the "01" codes we've had "0171" and "0181" and now have "0207" and "0208" - it's probably the original owner's number, rather than the number of the shop? In 1998 the Police stamped my phone number on the BB's of the two bikes I owned at that time, free of charge, as a theft deterrent/ bike security tracing measure. Don't know if this was done by the Police or by Stan Pike, but I'm 110% sure it's a London phone number.