Our Latest Custom build - Pinarello Dogma F10

The award winning design of the Pinarello Dogma F10 always builds into a stunning machine. As you would expect they always have a superb finish & ride every bit as good as they look!
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Mario Cipollini Made in Italy

Published on 06.01.2018

World dominating sprinter Mario Cipollini produces world class frames.

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ORRO main dealer for the UK! - Call for best prices! 01202 775588

If you are looking for an innovative carbon bike at an exceptional price Orro should be high on your list.

This is our 2nd year that Orro have been in our portfolio and we are very impressed with the ride quality and rider feedback. Attention to detail is very good producing some extremely smart machines which do look stunning.



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After racing a Specialized S-Works Tarmac for a couple of seasons I was looking for a replacement bike for 2018. I started looking at other brands but then heard Specialized had a brand new Tarmac in progress!

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Enigma custom build looking very sharp!

Published on 14.12.2017

We love a good paint job at Primera and this one didn’t disappoint, perfect finish with lots of intricate touches.

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Specialized Launch New Custom Programme

Published on 12.12.2017

This week, Specialized have announced some exciting news with their new programme called 'Go Custom or Go Home'.

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Hope HB160 - Test by Rob Webb Primera Sports
So I didn’t get that long riding this bike, but it didn’t take too long to get dialled into my style of riding. Firstly, on paper the geometry seems a bit out dated in comparison to modern standards, but don’t let that put you off. It’s a playful bike, it’s a little shorter than some of its rivals but this makes it stand out for me. The Boys at HOPE wanted to design a bike their way and what they wanted to ride and I can see why.
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Limited Edition Pinarello Dogma F10

Published on 03.12.2017

The most exciting paint finish we have seen in our workshop during our 25 years of building custom bikes

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Time for more Italian passion in our lives! 
Primera started as an Italian road shop some 25 years ago, it was only a matter of time before the Celeste bikes made a return to our portfolio!
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2017 Mega Bike Sale........

Published on 26.09.2017

END OF 2017 SEASON BIKE SALE.......if you are looking for a new bike and fancy a great deal, get in touch!

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