Pedal Revolution, which has a store in Norwich’s Bethel Street, has been rescued by PRIMO Cycles.

The firm, which has two stores in Cambridge and a bike rental centre at High Lodge in Thetford Forest, said Pedal Revolution will retain its name, store and experienced team following the sale.

Pedal Revolution's store in Norwich's Bethel Street will remain open following the sale (Image: Denise Bradley)

Pedal Revolution has been in business for more than 25 years but entered administration in May following a period of financial difficulty.

Stephen Hawkes, owner of PRIMO Cycles, said: "Pedal Revolution is a business with a proper history, a loyal customer base and a team with an enormous amount of knowledge and experience.

"When the opportunity arose, it felt like a very natural fit for us.

The Pedal Revolution team (Image: Supplied)

"This isn’t about taking away the character or identity of Pedal Revolution - it’s about giving the business the stability, investment and support it needs for its next........

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