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Halfords has unveiled plans to take on the high-end cycling market in the UK, by more than doubling the number of “premium” bicycles it offers.
Bikes in the new line-up will peak at £3,800 for a Boardman ADV 9.6.
Halfords has traditionally been known for its range of affordable adults and children’s bikes – but the breadth of the new premium offerings marks a shift up for the brand.
Its range of premium mechanical bikes – classified as those priced at £1,000 or above – will increase from 20 to 32 models, an increase of 60%.
Meanwhile, its range of premium e-bikes (those costing £1,500 or more) will increase from five to 20, a 300% shift.
The increases are across the Carrera, Voodoo and Boardman brands.
Boardman is a previously independent marque that is now part of the Halfords stable. Voodoo, meanwhile, is designed, built and retailed by Halfords under licence. All three brands are exclusively available at Halfords and Halfords-owned Tredz.
Halfords’ move into the premium sector coincides with it being one of the fastest-growing parts of the UK bikes market, which has increased by 25% in the past three years alone.
However, it is an area that, until now, has been underrepresented in the Halfords’ line-up.
Katie Begley, head of cycling at Halfords, comments: “The new range of bikes from Halfords is a clear statement of intent to the premium cycling market.
“It’s one of the fastest growing sectors but one which was underrepresented at Halfords. But now that is changing and significantly so.
“Not only are we making premium, top-end bikes more accessible, we are also bringing value to the sector.
Bikes just launched – or set to be in the coming weeks – include the Boardman ADV 9 Series Carbon Range.
Top of this range is the £3,800 Boardman ADV 9.6.
The full-carbon bike features a C10 carbon frame and forks, Shimano GRX Di2 gears and hydraulic brakes as well as Zipp 303 S Carbon wheels and Goodyear Connector Ultimate tyres.
Also set to arrive in September from the Boardman brand is the MTR 9.0 (RRP £2,400).
Just arrived in store is the Boardman TRVL range, with a flagship Boardman TRVL 9.2 (RRP £2,100) offering a 6061 butted alloy frame, 40mm Rockshox Rudy XPLR suspension and SRAM Apex gears and brakes.
It’s not just Boardman – the Canzo Pro from Voodoo (RRP £1,800) has also just arrived in store
Begley concluded: “While to some it may seem counterintuitive to call bikes approaching £4,000 good value, this is a sector where bikes can often hit the five-figure mark and as such, our new range offers incredible value for the price.
“We plan to boost the offering even further in early 2025 – including pushing our top end price points even further – so watch this space.”
