Phil Kruszewski, director of 559Active, said:
“It’s a great pleasure to work with Specialized, they are the number one bicycle brand in the UK and we look forward to creating an exciting new retail experience at Fort Dunlop for cyclists of all ages and expertise.
"Specialized has a fantastic range of bicycles and accessories, excellent customer support and a heritage that other brands cannot match; therefore opening a Specialized Concept Store was an obvious progression for the company."
Fort Dunlop is now a retail centre but was originally the production site for Dunlop tyres in the UK. It is visible to all travelling on the M6 motorway, close to Birmingham.
Richard Hemington, Specialized's UK MD (pictured), said: “We are delighted that Specialized Concept Stores are now expending to the West Midlands which will now benefit from the latest in cycle retailing. The team at 559Active have considerable retail experience, and in conjunction with Specialized’s range of products and Concept Store know-how, promise to make this partnership a very successful one."