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Exclusive range launches at Halfords ahead of the Rio Olympics

Sir Bradley aims to inspire future generations of cyclists

HALFORDS today announced an exclusive partnership with Olympian and Tour de France champion, Sir Bradley Wiggins. Sir Bradley will launch an exclusive range of high quality children’s bikes with the UK’s biggest bike retailer.

Sir Bradley shares Halfords’ ambition to get more kids into cycling, and hopes to inspire the next generation to get on their bikes. Sir Bradley took up cycling as a 12 year old on a Halfords bike, and now his vision is coming full circle as he launches a range of eight cool bikes for kids. Together, Halfords and Sir Bradley have developed a range of great looking, light-weight bikes that are created with geometry specifically for riders under 16 years.

Sir Bradley said of the range; “I wanted to develop a range of bikes for kids of all ages and all abilities to jump on and feel like a Tour de France winner.

“You don’t have to super fit or kitted out in lycra – these bikes are aimed at everyone, girls and boys, to help more kids get into cycling.”

The Wiggins collection of kids’ bikes is Halfords’ third venture with an Olympic champion as the retailer owns the Boardman Bike brand launched by Chris Boardman MBE, and also launched the exclusive Pendleton range of women’s bikes with double Olympic medallist, Victoria Pendleton.

Jill McDonald, Halfords’ CEO, said; “We’re thrilled to work with the people’s cycling champion Sir Bradley Wiggins and look forward to launching the range in such an exciting Olympic year, and we’ll be keenly watching him in his ride to victory in Rio.”

Halfords will launch the Wiggins kids’ bike range in the UK next July, the month before Sir Bradley is due to compete in his fifth Olympic games in Rio, as he hopes to win his eighth medal to make him the most decorated British sportsman in Olympic history.

The new range incorporates features that will deliver great performance through bespoke design and light-weight materials. The accessible, great value bikes, for toddlers to teens, reflect everything you would expect from one of Britain’s greatest sporting heroes.

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For further information please contact Halfords@z-pr.com or 020 7896 3404

About Halfords plc

Halfords is the UK’s leading retailer of automotive, cycling and leisure products and, through Halfords Autocentres, also one of the UK’s leading independent car servicing and repair operators. Halfords customers shop at 465 stores in the UK and Republic of Ireland and at halfords.com for pick-up at their local store or direct home delivery. Halfords Autocentres operates from around 300 sites nationally and offers motorists dealership-quality MOTs, repairs and car servicing at affordable prices.

The Halfords Group strategy is based on three pillars:

  • Supporting Drivers Of Every Car
  • Inspiring Cyclists Of Every Age
  • Equipping Families For Their Leisure Time

The Getting Into Gear strategy for the Retail business is based on executing in five key areas in order to deliver a significantly-enhanced customer experience:

  • Service Revolution
  • The H Factor
  • Stores Fit to Shop
  • 21st Century Infrastructure
  • Click with the Digital Future

Halfords employs approximately 11,000 colleagues and sells around 9,000 product lines in store, increasing to around 160,000 Retail products online. The Retail offering encompasses significant ranges in car parts, cycling products, in-car technology, child seats, roof boxes and camping equipment. Halfords’ own cycling brands include Apollo, Carrera, Boardman and 13 cycles, augmented by a range of other brands of cycles and accessories, including Kona, Mongoose, Raleigh and Pinarello. In Auto, the Halfords Essentials and Halfords Advanced ranges are sold alongside brands such as Generic Electric, Bosch, Garmin and TomTom. In Travel Solutions, Halfords sells a premium range of equipment including camping brands such as CampinGaz and Outwell. Halfords offers customers expert advice and a while you wait fitting service for consumables including bulbs, blades and batteries as well as child seats, in-car entertainment systems and a ‘werepair’ service for cycles.