About Us

Established in 1913, now the longest established shop in Beckenham high street, purchased in 1999 by the current owners Chris and Liz Penfold. Chris has been involved with Deens for 40 years starting in the shop as a Saturday boy for the previous owners the O'Regans. He loved taking bikes apart, learning how things worked and correcting it to improve performance.

Deens Garage was started by the Dineen family, hence the name, selling and servicing motor cycles, wireless (radio) repairs and limousine hire, over the years as demand changed, bicycle sales and service became its main focus.

Deens remains a proudly family-run business built on traditional values of quality products and outstanding service. Cycling is more than just a job for us — it's a shared passion. All of our staff are enthusiastic cyclists. While most of us now focus on road cycling, we still enjoy off-road adventures and relaxed family rides. This genuine love of cycling helps us understand our customers' needs at every level.

Although our showroom isn't particularly large, we make the most of the space by stocking a wide range of bikes and accessories. If you don't immediately see what you're looking for, just ask — we have an extensive storeroom filled with additional stock. We cater for all types of riders, from a child's very first bike to practical commuting options and high-end road bikes for dedicated enthusiasts.

Choosing the right bike can feel overwhelming, but we're here to make the process straightforward and enjoyable. We take the time to discuss your requirements, riding style, and budget, guiding you toward the correct bike and frame size. There is no pressure and no hard sell — our priority is helping you make the right decision with confidence.

To make purchasing easier, we offer part exchange options, finance packages, and access to a range of Cycle to Work schemes. Once you've chosen your bike, we ensure it is professionally set up to suit you. Any accessories you purchase will be properly fitted before you leave, so your bike is ready to ride from day one. We also provide a complimentary first service within 12 months of ownership, giving you added peace of mind and helping keep your bike in top condition.

If you're looking for a knowledgeable and friendly place to buy or service your bike, Deens is here to help. Whether you're new to cycling or highly experienced, we welcome all riders and believe there's no such thing as a silly question. Our aim is to create a comfortable environment where you can ask for advice and feel supported.

All repairs and servicing are carried out in our on-site workshop by experienced cycle mechanics, each qualified to CYTEC Level 2. From minor adjustments to major repairs, we approach every job with care and attention to detail. As the saying goes, no job is too big or too small.

At Deens, cycling is about community, quality, and personal service. We're committed to helping every customer enjoy the ride.