Halfords – Britain’s largest cycling retailer – is taking on the high-end cycling market in the UK, by more than doubling the number of ‘premium’ bicycles it offers. Bikes in the new ranges cost up to £3,800, but still offer ‘incredible value’ compared to similarly-specced bikes, according to the retailer.
Halfords has traditionally been known for its extensive range of 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 ebikes (those costing £1,500 or more) will increase from 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 a quarter (25%) in the past three years alone. However, it is an area that, until now, has been underrepresented in the UK’s largest cycling retailer’s line-up.
The move is aimed at bringing better value to the premium bikes sector and making the potentially daunting high-end cycling market more accessible for those getting serious about their cycling. The brand is doing this in a number of ways – for example building bikes in-store free of charge and offering a full safety check. Customers can also benefit from the Cycle2Work scheme and spread payments over 12 months and pay zero interest.
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 [pictured].
The full-carbon, lightweight bike is aimed at those who take their cycling seriously and can compete with bikes of a much higher price point. It features 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). The MTR range is designed to meet the demands of modern trail riders and the increasingly progressive UK trails.
Just arrived in store is the Boardman TRVL range – designed for expeditions that demand more than just everyday use and tested on some of the UK’s most punishing gravel trails. The flagship Boardman TRVL 9.2 (RRP £2,100) features 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) – described as a trail-taming powerhouse finished in a head-turning blurpurple flip paint – has also just arrived in store
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 sector 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. 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.”
