Infinity Motorcycles sells, repairs and services motorbikes and has a huge range of specialist clothing and accessories.
The group recently acquired five new sites and the Farnborough store stocks bikes and scooters from many makes, including Yamaha, Aprilla and Piaggio.
Managing director Rob Puttick said: "Infinity's winning formula of providing excellent service and great value for customers will continue with our expansion into the motorcycle market.
"All our management team are motorcycle riders, and genuinely excited about the products we sell.
We want our customers to enjoy shopping at Infinity."
British SuperMoto Championship rider Dean Hemmings has been appointed sales director and will oversee the new and used retailing side of the business.
He said: "Our strategy is to combine all our retailing experience and Infinity's excellent reputation in the motorcycle market.
"We're now able to pass on the benefits of economies of scale to our customers and have fun, at the same time as sharing our passion for motorcycling with everyone we meet."
Infinity Motorcycles has taken over the premises from Motorcycle City.