Rather than threaten I've just acted. A full report, including forensically approved copies of both the 50 Cycles web site and that of Cyclepoint is now with Trading Standards.
To clarify a point of law that is often misunderstood, it is normally the manufacturer who owns the rights to a product name, not the dealer, unless some specific legal agreement changing this has been entered into. It is not necessary in law to have registered a product name as a Trademark in order to receive a degree of protection in law, either.
In this particular case, there is not a Trademark dispute, as far as I am aware, in existence between any of the parties involved, so this is, perhaps, a moot point at this time. This matter, as it stands at the moment, is simply one of deception, which, as you rightly point out, Flecc, is a criminal offence. The penalties for deception can be somewhat more severe than they are for a Trademark infringement, oddly enough, as the law takes a particularly dim view of it.
I am sure the relevant authorities will resolve it in due course without the need of further acrimonious debate on here.
Jeremy