London bike store Velorution will be closing its doors on 5th May.
According to the shop website this morning "You have five weeks to catch a bargain."
The news was also announced on Twitter and by email.
"We are discounting ALL stock items up to 50%. You are unlikely to find better bargains this spring," wrote store owner Andrea Casalotti.
He added: "Thank you for supporting us these past seven years; it has been a privilege to service you all. London has been transformed and that is thanks to you. In spite of all the broken promises by the politicians, you show everyday, by cycling to work or with your children, how beautiful this city could be. Thank you for doing your part in realising the Velorution dream!"
The shop specialised in stylish city bikes rather than sport bikes.
A video profiling the store can be seen here: