MINNEAPOLIS (WCCO) — The owner of Dinkytown’s Varsity Bike & Transit announced Wednesday the shop will close at the end of September.

Rob DeHoff, owner of the 24-year-old business, said he’s closing because online retailers are making it more difficult to run a brick and mortar store and he’s ready to go in a different direction.

“I am sad to announce that Varsity Bike will be closing the end of September,” DeHoff said in a statement. “I really appreciate all of the support of the 24 years that we have been open. It has been a joy for me and I will miss the store and interaction with all of you greatly.”

A liquidation sale is going on now, with 10% off bikes and 20% off parts and accessories.

DeHoff also says he’ll throw a “goodbye party” Saturday, Sept. 14 from “noon until dark.”