Retailer chain Halfords has announced an investment in Boardman Bikes, which the companies claim will allow the bike brand, co-founded by Olympic gold medallist Chris Boardman, to increase R&D.
The investment, announced today, will not change availability of the Boardman range. Boardman Performance Series bikes such as the Pro Carbon and the sub-£1,000 Team Carbon bike, will continue to be available exclusively in Halfords. Elite Series bikes including the AiR and SL series will continue to be sold at independent retailers.
“On behalf of Boardman Bikes I am delighted by today’s news,” Boardman said. “We look forward to building on the success we have had to date with independent retailers, in international markets and with Halfords. This step will take the brand to the next level and their backing will allow us to further develop our research & development and extend our award-winning cycling ranges.”
“Our investment in Boardman Bikes, which have been ridden by multiple Olympic and world champions, demonstrates our growing position as a specialist cycling retailer,” said Halfords’ chief executive Matt Davies.
In October last year, Halfords and Boardman Bikes signed a contract continuing the exclusive stocking of Performance Series bikes in the national retail chain.
In May 2013 Halfords revamped its website and added premium brands like Adidas, Craft and Sportful to its stock lines.