Jonathan Cole our managing director comments, "We are really excited to welcome Fitzrovia Bicycles to the Velorution family with our acquisition of certain assets of this  iconic bike store" The acquisition was made after Fitzrovia based in New Cavendish street reached the end of their current lease. Spiralling rents and rates in the area made it impossible for the store, which had a very heavy focus on workshop services and bike building to continue trading.

"When Fitzrovia approached us we made a very quick decision to move all their retail and  workshop facilities to our Great Portland St locations less than 500 metres away so that customers could continue to enjoy the Fitzrovia customer experience uninterrupted."

Further information is available on request from [email protected] 0207 148 5572