Provided are a sheet feeding device capable of preventing the occurrence of failure in sheet feeding and degradation in quality of printed matter with downsizing achieved and an image forming apparatus provided with the sheet feeding device.The sheet feeding device includes a sheet storing portion 55 in which sheets are stored, a feeding roller 51 placed above the sheet storing portion, a flexible member 53 placed along part of the peripheral surface of the feeding roller with one end of the flexible member fixed to the sheet storing portion at a position below the stored sheets, and a pulling-up portion 300 that is connected to the other end of the flexible member above the sheet storing portion and that pulls up the flexible member to press the sheet on the feeding roller.