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Halfords launches Boardman's bikes
Posted by: Editor
Posted on: Thursday 7th June 2007


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Halfords has announced a partnership to sell an exclusive range of bikes designed by Olympic and triple world champion Chris Boardman MBE. Covering road, mountain and performance hybrid cycles, the Boardman range will be unique to Halfords and will be sold in Halfords stores across the UK and its growing chain of standalone Bikehut stores. The cycle range comprises of 30 different frame sizes across 9 different models with prices up to £1400. The bikes are complemented by a range of Boardman branded accessories and clothing, including a wireless 22-function computer with built-in Altimeter, a carbon fibre bottle cage, jerseys and helmets.

In terms of the triathlon market, both Will Clarke and Alistair Brownlee will be riding bikes from the range as part of a sponsorship deal. We will have more details on the exact models once the range is unveiled in mid-June.

Two and a half years in the concept, design and manufacturing process, and joining the already successful Carrera and exclusive GT brands, the new Boardman range further cements Halfords' dedication and commitment to the specialist cyclist through its Bikehut operation. Built with the latest materials and technology and specced with the highest levels of componentry, the Boardman range delivers better value for money when compared like for like with models from other premium brands Giant, Cannondale and Specialized.

Halfords chief executive Ian McLeod commented: "We are extremely proud and delighted that Chris, Britain's best ever cyclist and an Olympic gold medallist, has chosen to work with us on developing and launching his new cycle range. This places Halfords at the forefront of specialist bike development in the UK, offering superior quality products at the most competitive prices."

Chris Boardman commented: "I've always been involved with every element of my professional cycling career right through to the bikes and equipment I used. I had the idea and desire to create a range of bikes to cover all disciplines and be available to a wide spectrum of cyclists. The partnership with Halfords is the perfect fit. As well as investing heavily in premium cycling brands they also have a nationwide store network to ensure the bikes will be really accessible to customers."

As a three-time wearer of the Tour de France yellow jersey himself, Chris will be providing TV commentary on the tour this year, which starts in London for the first time in history. Chris is also the director of research and development for the highly successful Great Britain cycling team as they prepare for the Bejing Olympics. Halfords also announced that it will be the broadcast sponsor for ITV's coverage of the Tour de France this July.


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