Cycling etailer Ribble Cycles has opened its first permanent showroom in Birmingham’s Mailbox shopping centre.

The Preston-based bike manufacturer, owned by private equity group True Capital, unveiled the 2,000 sqft showroom earlier this week.

Ribble first dipped its toe into a bricks and mortar presence with a pop-up shop in Cardiff last year.

Boss Jon Owen, who joined Ribble from Shop Direct a year ago, said: “The addition of our new showrooms means that much of England will be able to conveniently see our full range up close and get expert advice in-person.”

Ribble is also looking for further shops in key cities, Retail Week understands.

Owen added: “We’re happy to see how customers, both new and existing, react to them, and get a view on their commercial performance, before committing to a more significant roll out.”

The Birmingham showroom features Ribble’s new 2017 bike range and its Bike Builder service, which allows customers to specify their bike to their requirements.

Customers can also place orders in the showroom, to be delivered via click-and-collect to the showroom or direct to an address. The store is employing four full-time staff.

True Capital’s other retail asset is furniture retailer Cotswold Co.

Ribble was placed at the Mailbox by agents Nash Bond.