A leading British bike manufacturer has opened a new branch in Nottingham's Victoria Centre.
Ribble Cycles, which hand-produces its bicycles in England, will become the latest retailer to open a store in the city's shopping centre.
Its boss says establishing itself in Nottingham is yet another step towards building on the success of their recently launched flagship showroom in Ribble Valley in Lancashire.
David Stacey, the company's commercial director, says they picked Nottingham "because of the interest and heritage in cycling, its vibrancy, as well as having a strong existing Ribble customer base within the region."
The company is a digital-first business, but the Nottingham showroom in the Victoria Centre will blend the digital with the physical to create a "fully immersive customer experience."
Inside the shop digital displays will show product information, specifications and even reviews.
Ribble also says the 1,500 sq-ft showroom boasts a large format video wall displaying a variety of content from mechanical bike builds to off-road adventures.
Customers will also be able to custmise their own bikes using the so-called 'BikeBuilder' and 'CustomColour' displays.
Andy Smallwood, Ribble’s chief executive, added: "Ribble has redefined the bike buying customer journey and experience with a unique digital and brand-led proposition centred on an award-winning product range, combined with full customisation and personalisation, ensuring that the customer gets the perfect bike to exceed their cycling needs.
"Nottingham is the latest in the continued strategic rollout of our physical brand showrooms with their cutting edge visual and digital technology further enhancing this immersive experience and demonstrating the ambition and scale of our growth strategy.”
The new store will also hold events, seminars, screenings and product evenings as a way to "interact with the local community".
Nottingham joins the Ribble Cycles’ Clitheroe, Birmingham and Bluewater stores and more are scheduled to open across the next 18 months.
Doors opened on Monday, August 2, and the store will be open seven days a week.
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