Market Bosworth is to become home to a new boutique thanks to Vélobici, with an official launch event on Saturday 22nd August.
Housed in a Grade II Listed building on Main Street, the shop will offer everything from stylish roadwear to designer accessories and bespoke bicycles.
The firm said: "Bigger and better, with more character and a wider product range, our new base is a must-visit destination for anyone who is serious about their cycling. Our premium cyclewear takes sport style up a gear and our exclusive designer collections cater for life on and off the bike.
"Help us mark our arrival in town by joining us 11am, when you can see inside the East Midlands’ hottest new cyclewear emporium.
"You’ll also have an opportunity to take a look at our latest collections, including our new Victor and Van-Abel roadwear ranges, as well as riding essentials from top brands including Suomy, Fizik, Giro and more."