Hargroves Rebrand Completes 99 Bikes Purchase

Southhampton, UK

Pedal Group has begun a rebrand of the UK retail chain, Hargroves Cycles, it purchased recently.

The Queensland-based company last week began converting the four Hargroves outlets into 99 Bikes stores, consistent with its retail operations in Australia.

Hargroves founder Peter Hargroves said on social media site LinkedIn the rebranding was an end of an era that began with the opening of the first Hargroves store 40 years ago.

“It’s been my life’s work and I’m happy the journey carries on with the same stores, same service, same team, just a different name,” he says.

Pedal Group purchased the existing Hargroves stores in Chichester, Swindon, Southampton and Winchester.

A statement on the 99 Bikes UK website says: “Under the 99 Bikes brand, we intend to grow our store network and get more people cycling more often.”

99 Bikes General Manager David Miller-Heidke, who is approaching the first anniversary of his promotion to the role, said in addition to the existing Hargroves team, a number of 99 Bikes staff in Australia had relocated to be part of the UK operation.

“A number of Australia team members were given the opportunity to relocate over there and a handful have made the move,” David said.

He said 99 Bikes had been eyeing the UK market for quite a while and made the purchase a few months ago.

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