LOCATION  4600 North Wilson Drive Shorewood, WI 53211 Map  HOURS  M-F 11-7  SAT 10-5  SUN 12-4 CALL US!  (414) 961-1110   Email Us


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Rainbow Jersey Bicycles is a locally-owned bike shop in Shorewood, WI.  We’ve been in business in the North Shore since 1973. Trends and fads have come and gone and we have always consistently offered good values for our products and services

Since May of 1973 when I started Rainbow Jersey with my father, Virgil, bicycle brands have come and gone. I have remained true to my goal throughout the years, which is to provide the Milwaukee cycling community with honest, straightforward ideas and info about the newest and best provided by the bike industry.

Jerry on the Brown Deer Park Velodrome 1956

I am proud of the brands and services we provide. While we have been in 4 different locations, the service and attitude haven’t changed. I hope that you’ll stop by and say hello when you’re in the neighborhood.

- Jerry Pearce




Virgil Pearce on the Brown Deer Park Velodrome 1965


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Trek Travel Cycling Vactions
Project 1 2014
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