Primos Cycles – Dame BicycleIn a strategic move to bolster its presence in East Anglia, Primo Cycles has acquired the esteemed Norwich-based retailer, Pedal Revolution. This acquisition not only secures the future of Pedal Revolution but also ensures the retention of its dedicated team.
Pedal Revolution’s Legacy
Established in 1998, Pedal Revolution has been a cornerstone of Norwich’s cycling community for over two decades. Located at 63-67 Bethel Street, the store has offered a comprehensive range of bicycles, from children’s starter cycles to high-end racing machines. Their commitment to quality and customer service has garnered a loyal clientele. (store.pedalrevolution.co.uk)
The Acquisition
Following a period of financial challenges, Pedal Revolution entered administration in May 2026. Primo Cycles, recognizing the store’s value and potential, stepped in to acquire the business. The acquisition ensures that Pedal Revolution will continue to operate under its established name and identity, preserving its unique character. (store.pedalrevolution.co.uk)
Primo Cycles’ Expansion
This acquisition marks Primo Cycles’ fourth location, complementing its existing stores on Jesus Lane and in the Grand Arcade in Cambridge, as well as the Primo Cycles Ride Experience at High Lodge in Thetford Forest. The company plans to invest in Pedal Revolution’s workshop, increase stock levels, introduce additional brands, and implement further developments in the coming months.
Statements from Leadership
Stephen Hawkes, owner of Primo Cycles, expressed enthusiasm about the acquisition:
“Pedal Revolution is a business with a proper history, a loyal customer base, and a team with an enormous amount of knowledge and experience.”
He emphasized that the acquisition is about providing stability, investment, and support for Pedal Revolution’s next chapter.
Kate Warner and Matt Watts of Pedal Revolution added:
“While the past year has been incredibly challenging, we’re proud that the business has been given the opportunity to continue. We would like to thank our customers, suppliers, and staff for their loyalty, patience, and support.”
Looking Ahead
With the backing of Primo Cycles, Pedal Revolution is poised to continue serving the Norwich and Norfolk cycling community, offering bike sales, servicing, repairs, precision bike fitting, and expert advice for cyclists of all levels. This acquisition underscores Primo Cycles’ commitment to supporting independent cycle retail and investing in knowledgeable teams across the region.