Halfords is set to expand its premium cycling range significantly, entering the fast-growing niche of high-end bicycles.
- The company plans to increase its premium mechanical bicycle offerings by 60% and its premium electric bicycle range by 300%.
- It aims to make high-end bikes more accessible by offering free in-store bike assembly and interest-free payment plans.
- This strategic shift follows a period of declining profits due to challenging market conditions.
- Halfords’ new focus includes expanding popular ranges like Boardman and Voodoo, with plans for even more luxury models in 2025.
The UK’s largest cycling retailer, Halfords, is making a decisive move into the high-end cycling market, a sector characterised by rapid growth and increased consumer demand. The retailer plans to more than double its premium mechanical bicycle range, indicating a strategic pivot towards luxury and specialised offerings. This expansion involves a 60% increase in options for bicycles retailing over £1,000.
In a more dramatic shift, the company’s premium electric bike range, priced over £1,500, will see a 300% expansion. This signifies Halfords’ intent to capture a significant share of the evolving and lucrative e-bike market. By expanding its Boardman, Voodoo, and Carrera lines, Halfords is setting the stage for enhanced competitive standing.
Halfords has acknowledged recent financial challenges, citing a drop in profits amid difficult market conditions earlier this year. In response, the company is taking bold steps to break into new market segments. Katie Begley, head of cycling at Halfords, elucidated, “The new range of bikes from Halfords is a clear statement of intent to the premium cycling market.”
To foster accessibility in the high-end market, Halfords is introducing consumer-friendly initiatives like free in-store bike building, safety checks, and interest-free payment plans. These efforts are intended to bring premium biking within reach of a broader customer base.
Looking to the future, Halfords has mapped out plans for even more high-end models by 2025, signifying a long-term commitment to this market segment. Notable upcoming additions include the full-carbon Boardman and the Voodoo Canzo Pro, touted as a “trail-taming powerhouse.”
Halfords is strategically enhancing its position in the high-end cycling market, aligning with growth trends and consumer demand.
