Evans Cycles is to open its 35th store - it's third new shop in a year - in Reading.
Located close to the Oracle shopping centre, the new store takes up the ground floor level of the Premier Inn building on the Mill Lane Roundabout.
The new store will open in October and will create 15 new jobs in the area.
Retail director Mark Smith said: "Reading is a great cycling location and with a growing cycling population we’ve wanted to open a store here for some time.”
Smith added: “The fact that we’re growing in a time of economic upheaval is testament to the health of the cycling industry. And this isn’t the only new store on the cards; we’re looking forward to announcing more store openings over the Autumn and Winter so we can keep up with demand in 2010.”