The motorbike clothing and parts retailer Hein Gericke has gone into administration affecting its 49 UK stores and around 200 staff.
Administrators Moorfields Corporate Recovery said it would try to sell the business and stores were still open.
A statement on the company's UK website said the future of the operation was being "determined and hopefully secured".
The UK head office of the company is in Harrogate, North Yorkshire.
Simon Thomas, joint administrator at Moorfields, said: "Whilst the ongoing economic pressures have affected sales in recent years I am confident the business model has a lot of potential with a dedicated customer base and staff who are obviously passionate about working for the company."
Hein Gericke was a German biker who opened a motorcycle shop in Germany in the 1970s.
Within a few years it had developed into the largest motorcycle dealership in Germany.
The Hein Gericke brand is sold through a retail shop presence across Germany, Austria, Belgium, the Netherlands, Italy and Luxembourg.