Ask any Torontonian on the street where they bought their first bicycle and there's a good chance they'll say it was at Duke's.

The landmark bicycle shop -- in operation since 1914 -- was burned down three years ago when a fire ripped through the store. The third-generation family-owned and operated company will re-open in its original location at 625 Queen St. W at 10 a.m. on Thursday.

General Manager Mike Cranwell told ctvtoronto.ca that one of the most interesting aspects about working in the store is that he gets customers coming in all the time talking about the old Duke's Cycle.

He said customers tell him, "Well I bought my first bike there and my dad bought his first bike there and his dad bought his first bike there."

Even celebrities like Russell Crowe, Robin Williams, and Geddy Lee have been spotted buying bikes at the store.

Throughout Duke's nearly 100-year history, the store has sold everything from sporting goods to electronics to furniture. It slowly evolved into a bicycle shop as sporting goods became more prevalent.

Cranwell said the shop made sure to respect the company's long history in the design of its new retail space.

"The building looks like a brand new building built a hundred years ago," he said.

Cranwell said Duke's is a very mature shop that tries to cover a wide range of products and personalities. Duke's sells a variety of bikes -- from commuter bicycles to expensive racing bikes -- as well as parts and accessories.

He said that because of Duke's Queen Street West location, the shop doesn't have a lot of the pretense that other bike shops can have.

"We're not just a road shop, a downtown urban, hipster-type shop," said Cranwell. "We try to have something for everybody."

Cranwell said the store is seeing a resurgence in downtown cycling.

"I think people are understanding and realizing that you can actually get around town a lot quicker on a bicycle than you can in any other mode of transportation," he said.

Cranwell also said the company isn't worried about customers being taken way through the newly-launched Bixi program.

"The BIXI customer and our customer are a little bit different. What I like about Bixi is I believe that if it gets people interested and people realize (they can) ride a bike downtown, eventually most people like to own their own," he said.

After Thursday's opening, Duke's temporary location at 452 Richmond St. W will close down.