Retailer Cycle Republic will open a new store in the heart of Birmingham's business district next month.
The company, which restarted life in London 18 months ago after being revived by Midlands retailer Halfords following a five-year hiatus, has signed a deal at The Grand in Colmore Row.
The chain sells premium brand bikes, parts, accessories and clothing and this store will be its first in the West Midlands.
Cycle Republic has agreed a ten-year lease on a ground and lower ground floor unit covering 2,713 sq ft which will also have a repair workshop.
Cycle Republic currently has 11 stores across the UK, in Bristol, Manchester, Norwich, Nottingham, Twickenham and across the capital.
Managing director Peter Kimberly said: "We're really excited about our new location in Birmingham.
"There's a real buzz about cycling in the city and a growing cycling community. We are looking forward to introducing the Cycle Republic experience to the local cyclists."
Birmingham property group Hortons' Estate owns The Grand and is carrying out a wholesale regeneration of the former hotel building.
It has invested £14 million into the project so far to bring the Grade II*-listed building back to life.
Tony Green, chief executive of Hortons' Estate, said: "We have been overwhelmed by the response we have received from occupiers interested in taking space at The Grand.
"With nine of the ten units now let or under offer, we are close to completing the retail element of the scheme and what will eventually be a vibrant retail and leisure destination for the city."
Wright Silverwood advised Hortons' Estate.