Halfords are going for gold with Boardman bikes
HALFORDS has snapped up the upmarket cycling business run by former Olympic champion Chris Boardman.
The car parts and bike chain is thought to have paid up to £15million for Boardman Bikes which will remain as a standalone company within the group.
Halfords, whose sales have been boosted by the UK’s cycling boom, has been selling Boardman Performance bikes, priced between £500 and £2,000, exclusively in its stores since 2007.
The Boardman Elite series, with bikes worth up to £9,000, are sold at independent retailers and are not expected to be sold at Halfords for the time being.
Boardman said: “Their backing will allow us to further develop our research and development and extend our award-winning ranges.”