Howard Coles at the bicycle shop he is opening in Prince of Wales called Velocity. Picture: Denise Bradley

New bike shop for Norwich

Wednesday, November 14, 2012
6.26 AM

New life has been breathed into an empty shop as a businessman hopes to capitalise on Britain’s cycling success this summer.

Velocity is set to officially open in Prince of Wales Road today.

Based in the former home of Multiyork furniture and Blazes fireplace and mantelpiece shop, the new bike shop stocks Forme mountain and road bikes, ranging in price from £269 to £5,000.

The shop is Howard Coles’ first venture into the retail industry.

The former property developer from Poringland, who is a keen cyclist, said: “Forme offered me a dealership and it was a great offer.

“It’s a really good location and cycling is a growth industry. It grew by 30 per cent last year and this year, it’s going to grow even more than that because of the Olympic Games. The success we had in the Olympics is going to make a big difference.”

Derbyshire-based Forme was founded by former professional cyclist Adam Biggs and created in early 2010 by distribution company Moore Large.

Mr Coles, 48, who is running the shop on his own, took over the lease on November 1 and turned the shop around in less than a fortnight. He currently has 29 bikes in stock and is hoping to introduce BMX bikes. The shop also sells cycle clothing, accessories and nutritional products.