Ian Beasant, Managing Director of Giant UK, said: “Cambridge is a unique cycling City; a City well and truly ready for a brand store.”

Like Giant’s first brand store – Bike Beat Giant Stores, which opened last month in Liverpool – the Cambridge outfit will be run by an independent dealer, Giant said.

Giant proposes to roll the concept out in key target locations. Further potential stores are already being planned in discussions with other independent partners, the manufacturer said.