Urban Velo

Peacock Groove Factory Tour

peacock_groove_07_1 Peacock Groove has been one of my favorite builders since I was first introduced to Erik Noren’s work some five years ago. His bikes are consistently some of the most creative out there, from custom headbadges, dropouts and frame touches to full on mad-genius type cutouts and copper plating. Out riding late one night in Minneapolis, the call came that Erik was still at the shop. As we rolled into the semi-industrial district that houses his shop space pushing 1AM the deafening techno music and lone light gave away that we had arrived.

peacock_groove_05_1Having recently gone full-time with framebuilding, late nights at the shop are the norm. Between Peacock Groove and some contract building work Erik’s shop is fairly busy these days, especially for a one man operation such as his. Save for paint and some machining, it all happens in one 30ft x 30ft room and at Erik’s hand, and on his terms. Music and decor is uniquely Noren, just like the bikes and bits the shop.

peacock_groove_02_1 peacock_groove_04_1 peacock_groove_06_1 peacock_groove_01_1 peacock_groove_03_1

Peacock Groove bikes run the gamut, from burly tank-link cargo bikes to ultra-light steel builds with delicate cutouts. Bikes designed for specific purposes with a given aesthetic in mind is the key to most everything that comes out of the shop, with any number of custom touches possible. It’s not all show however, the quality of the weld or braze holding it all together is on par with the top hands in the industry. Erik is proud to have a number of other framebuilders as paying customers, a testament to his ingenuity and build quality.

peacock_groove_08_1 After sharing a few beers and stories it was clear that it was time to retire to our separate quarters, having managed to burn a couple of hours in what seemed like ten minutes of talking shop. Located just a few miles from downtown Minneapolis, the Peacock Groove shop is overflowing with creativity and designs other builders would take a pass on. Drop Erik an email for more info on frames or a quote on your dream bike.


  1. whitewashasianJuly 15, 2009 at 4:44 pm

    see, if you hadn’t done this-i wouldn’t have known about all the cool bikes they do. i saw their website a while ago, and was completely put off by it. the gallery is 80 pictures of ONE bike and their blog is deserted. i’d love to see more their track bike designs.

  2. Urban JeffJuly 15, 2009 at 6:46 pm

    Erik Noren is one of my favorite people in the bike business. Crazy? Sure, but amazingly smart, funny and creative. Most of all, his heart is in the right place.

  3. Urban JeffJuly 15, 2009 at 6:47 pm

    Oh, two trivia questions:

    1. What is in the Jack Daniels bottle?

    2. What is a “Peacock Groove”?

  4. erik norenJuly 15, 2009 at 7:09 pm

    Hey guys, thanks for the posts. I will try and give you all some answers:
    I too am put off by my own website, but that is FINALLY changing.I will be rolling out the new website by the end of August. And I am currently downloading a lot of pics to a flckr account.The blog that is deserted is the first attempt at a blog.
    Try http://www.cromsriddleofsteel.blogspot.com you can also do a google image search for Peacock Groove 2009 nahbs… you will get a lot of pics, and opinions…
    Since I am a one man show, doing all of this ties up my time. Got questions? Just email or call. I will get back to you.
    Awww Jeff….I like you too.
    Jack Daniels bottle? Cutting fluid.
    Peacock Groove ? ya ever seen a Peacock strut?
    Pretty, badd ass birds with a crown, and a harem. Nuff’ said.

  5. Peacock Groove Shop Tour & Interview at Urban VeloNovember 14, 2009 at 9:24 am

    [...] then will you hear some of his hilarious (and sometimes tragic) real life stories. Also, check out Brad’s photos from his visit this past [...]

  6. Peacock Groove Wants You for Jury Duty at Urban VeloJanuary 12, 2010 at 12:12 am

    [...] the world’s most misunderstood framebuilder comes a somewhat less than obvious sales promotion entitled The Jury. What is it, you ask? [...]

  7. Johnny!July 4, 2010 at 5:24 pm

    I vouch for these bikes being absolutely beautiful.

  8. Peacock Groove, Minneapolis Bicycle Manufacturer. | Cycle Twin CitiesJanuary 13, 2011 at 4:04 pm

    [...] showcase Erik’s skills, both on his background and current operations.  An article from Urban Velo give you a photo tour of his workshop, and a Erik himself, has a short auto-biography posted over [...]

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