Pure Electric launches new bike shop in Birmingham

A retailer of electric bikes and scooters has opened a new store in Birmingham city centre.

Pure Electric has launched its new Colmore Row site in the unit previously occupied by Cyclic Republic after a deal was announced in April to buy parts of the struggling retailer, saving around 80 jobs.

Cyclic Republic, which was part of the Halfords group, revealed in March that it planned to close all of its UK stores and its Boardman Performance Center in Evesham, Worcestershire.

The new Birmingham store, which has retained seven employees who previously worked for Cycle Republic, offers repairs and service as well as sales of bicycles, scooters and accessories.

A total of 11 former Cycle Republic stores have now reopened as Pure Electric across the UK, but its new Birmingham branch is the only one in the West Midlands.



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The opening comes as the region prepares to take part in a government trial of electric scooters as part of the covid-19 response and the push to introduce alternative modes of transport.

Pure Electric managing director Peter Kimberley joined the company in January after stepping down as managing director of Cycle Republic and Halfords-owned Tredz Bikes.

He said: “Our ambition is to be the largest retailer of e-bikes and e-scooters in Europe. We have a fantastic team and the demand is growing every day.

“Opening these stores is an important milestone for us.”

The company is the brainchild of Adam Norris, former director of pensions at financial services firm Hargreaves Lansdown, who launched its electric scooter business in 2018 before branching out into electric bikes this year.

It is also expected to open outlets across Europe, with stores planned in France and Spain.

Maria R. Newman