Evans Cycles has relocated its store in Birmingham city centre.
The retailer has moved from Temple Street to the nearby House of Fraser building, the first significant change at the landmark site since plans were unveiled to carry out a major overhaul of the complex in Corporation Street.
House of Fraser went into administration in summer 2018.
Mike Ashley’s Sports Direct group acquired the troubled retailer and a few months later spent £8 million buying out Evans.
The bike specialist now occupies a 12,000 sq ft ground-floor space at the building which has been owned by Legal & General since 2015.
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It stocks bikes, clothing and accessories as well as a maintenance and repair centre.
Wider regeneration plans for House of Fraser and the neighbouring Lloyds Bank building were given the green light last year.
They include a new hotel, shops, office space and a roof-top terrace and restaurant overlooking Birmingham Cathedral.
The relocation by Evans to a new unit comes just weeks after e-bike specialist Pure Electric opened a new store in the former Cycle Republic unit in Colmore Row, following a buyout deal earlier this year.
Matthew Atkinson, head of retail at Evans Cycles, said: “We are hugely excited to announce the opening of our new Birmingham store within the heart of the city.
“Working closely with the team at House of Fraser, we now provide a vital facility for the Midlands’ growing number of cyclists which is easily accessible and helps customers combine their shopping trips.
“We have also invested in a substantial refurbishment, giving shoppers an excellent in-store experience.”