Halfords is to introduce a cycling-only store format in central London, under the Cycle Republic brand.
The company said the new format is being introduced "following an unprecedented year of growth" for its cycle business, adding there has been an "explosion of people rediscovering cycling."
The retailer is opening the first store at London’s Euston Tower. The weekday opening hours are 0700 to 1830.
Halfords reported a 21.3 percent increase in its first quarter like for like sales this year including a 35 percent increase in premium-bike sales.
Cycle Republic director, Peter Kimberley said:
“Our new stores will offer range, expertise and convenience, helping to make cycling more accessible for Londoners and supporting more people getting on their bikes.”
Further stores will open in London in spring 2015, with potential for more sites to open across the UK, said a statement from Halfords.