Halfords' burgeoning stand-alone retail chain Cycle Republic will be going head-to-head with Evans Cycles in Nottingham.
The new shop is opening in Maid Marian Way on May 29th (reports The Nottingham Post). Evans - also on Maid Marian Way - has been in the city centre for eight years.
Incidentally, Halfords' nearest stores are outside Nottingham city centre.
There are big ambitions for Cycle Republic, which currently has three stores in and around London (Euston Tower, Twickenham and Margaret Street) and also in Norwich.
Back in January at the launch of the Euston shop, Cycle Republic director Peter Kimberley told BikeBiz the stores are targeting areas with a high cycling population to begin with. Former Halfords boss Matt Davies, who left for Tesco, formerly said there was scope for 100 Cycle Republic stores nationwide.
It was back in 2009 that Halfords dropped the Cycle Republic brand.
Take a look at our gallery of the Cycle Republic Euston store on our Facebook pages.