Jim Walker has rebranded as The Martlet Group.
The Martlet Group owns the i-ride business and the British Orro brand.
The company’s new identity takes inspiration from the flag of Sussex with its gold heraldic Martlet bird and deep royal blue colour.
Company chairman Ian Wilson said: “We are proud of our roots. Sussex is in our DNA; so we wanted to showcase all that we are doing here at the foot of Ditchling Beacon, which is iconic in British cycling.
“And our new branding encapsulates the core values of both our businesses – performance and service, supporting our specialist dealers.”