A “simple and unintimidating” bike shop is headed to Broad Avenue.

Clark Butcher, owner of Victory Bicycle Studio, will soon open Pedaltown Bicycle Company, directly next to Victory on Broad between Merton and Bingham.

Butcher said the new store is designed for more casual riders and will offer “a lower cost of entry to bicycling.” Bikes at Pedaltown will average about $350, Butcher said.

“I get it, new riders and people who haven’t ridden in a while aren’t looking to spend the same as enthusiasts, but they still want and deserve the same high-quality level of service that the market has grown to appreciate at Victory,” Butcher said, “and that’s what we’re providing at Pedaltown.”

The shop’s location was chosen to be close to Victory, on dedicated bike lanes, and to be close to the Carpenter Art Garden bike shop, which Butcher co-founded.

The news release for Pedaltown’s opening started this way: “There’s a new bicycle shop coming to town and if you instantly get worried about wearing spandex when you read that, then this shop will be perfect for you.”

Butcher plans to have the shop open in late May.