The new shop, Bike Beat – Giant Stores, will be run by an independent dealer, a practice Giant aims to roll out across its forthcoming stores.

Phil Kershaw, Bike Beat director said: “Liverpool needs a quality bike store, the work on the shop to date has already caused quite a stir in the local community, with many believing the city of culture is ready for a cycling revolution… we believe by working with Giant we have created the winning formula … we are very excited about the future….”

Specialized has been running its own stand-alone stores across the UK for a number of years, with five concept stores in total (none in Liverpool). Giant hopes to strengthen its brand with a similar approach.

Ian Beasant, Manager Director of Giant UK said: “…we are delighted with the positioning of the new store; the region is ready for a new cycling experience…”

Beasant continued: “…we’ve something to offer all consumers; we believe having stand alone stores along side our already established dealer base can only bring further strength to our brand and kudos to our product…”

The partners who will be running the store are operating the store as a co-operative, with surplus revenues being re-invested into the store.