The wheels are turning here at Primera! We’re excited to be opening our brand-new Destination Haibike store – the number-one stop for electric bikes in Dorset. Showrooms, accessories, test rides, and demos are all on their way…

Let’s take a sneak peek at what’s coming in June 2023!

The New Haibike Store

Primera has been around for over 28 years now, and nothing in that time has excited us quite as much as the latest range of electric bikes from Haibike. We love the blend of innovative, electric-powered performance and everyday functionality. In fact, we love them so much that we decided to open a dedicated shop for Haibike e-bikes in Bournemouth!

Inside, we’ll have a showroom featuring all the latest Haibike models including the Allmtn 7, Alltrack 6, Nduro 8, Trekking 5 and many more. We’ll also be offering a range of accessories to get you ready for your next ride.

Unsure whether e-bikes are for you? Our team will be on hand to demo the latest Haibike electric bikes. Or if you’d rather try one out for yourself, take an electric bike for a test ride!

Digital image of the interior of Destination Haibike’s store

Destination Haibike Grand Opening

Join us on 24th June 2023 for our grand opening and check out the new store first hand. You’ll find us right next to our Primera store on Charminster Road:

Destination Haibike

250 Charminster Road,




On the day, you’ll also have the chance to win a 5-night get-away in the Cotswolds with e-bike rental included. Simply head to this page, sign up, and attend the opening to be in with a chance of winning!

We’ll also have:

  • Ex-National Four Cross champion, BMX rider and downhiller Chris Smith on hand to answer questions
  • The full range of Haibike electric bikes available to view
  • And special prizes for the first 30 people through the door!

We look forward to seeing you there!

If you’d like to discuss any of our cycling products, why not get in touch today? Our Primera Sports stores in Bournemouth and Poole are both open as usual ahead of Destination Haibike’s opening. Call us on 01202 775588 or browse our full range of electric bikes online. Don’t forget, we offer 0% finance options and also allow you to spread the cost with Cyclescheme. Explore our bikes today!