Primo Cycles has acquired long-established Norwich independent retailer Pedal Revolution, securing the future of the business and retaining its full team.
Pedal Revolution, based on Bethel Street in Norwich, will continue to trade under its existing name and identity following the deal, while becoming wholly owned by Primo Cycles.
The acquisition marks Primo Cycles’ fourth location, joining its stores on Jesus Lane and in the Grand Arcade in Cambridge, alongside the Primo Cycles Ride Experience at High Lodge in Thetford Forest.
All existing jobs at Pedal Revolution have been retained, with Primo Cycles saying the move will provide continuity for customers and support the next chapter of a business that has served Norwich and the wider Norfolk cycling community for more than 25 years.
Primo Cycles said it plans to build on Pedal Revolution’s position in the local cycling community, with investment expected in the workshop, increased stock levels, additional brands and further developments over the coming months.
Stephen Hawkes, owner of Primo Cycles, said: “Pedal Revolution is a business with a proper history, a loyal customer base and a team with an enormous amount of knowledge and experience.”
“When the opportunity arose, it felt like a very natural fit for us. This isn’t about taking away the character or identity of Pedal Revolution — it’s about giving the business the stability, investment and support it needs for its next chapter.
“We are retaining the entire team and will be investing in more stock, new brands and the workshop. Just as importantly, we will be taking the time to listen to the people who work here and the customers who have supported the shop over many years.”
Kate Warner and Matt Watts of Pedal Revolution added: “During our time running the business, it has always been about far more than selling bikes. Pedal Revolution has been built on expertise, trust and a genuine passion for cycling.
“While the past year has been incredibly challenging, we’re proud that the business has been given the opportunity to continue. We would like to thank our customers, suppliers and staff for their loyalty, patience and support.”
Pedal Revolution will continue to offer bike sales, servicing and repairs, precision bike fitting and advice for cyclists across a range of disciplines and experience levels.
The deal represents another step in Primo Cycles’ expansion across Cambridge, Norfolk and the wider East Anglia region, and the company said it reinforces its commitment to supporting independent cycle retail and investing in knowledgeable people.
