Britain’s leading cycling retailer, Halfords, embarks on a significant shift by enhancing its premium bicycle range, targeting the growing high-end market.
- The premium cycling sector is expanding rapidly, creating an opportunity that Halfords aims to seize by doubling its offerings.
- Halfords plans to increase its high-end mechanical bikes by 60% and triple its premium electric bike selections.
- Key additions include the full-carbon Boardman and Voodoo Canzo Pro models, amplifying Halfords’ appeal in the premium segment.
- The retailer is introducing initiatives like free in-store services and interest-free plans to make high-end bikes more accessible.
Britain’s largest cycling retailer, Halfords, is taking a significant step into the high-end cycling sector. This strategic move is designed to align with the rapid expansion of the premium cycling market, which until now, was not fully exploited by the retailer.
In a bold move, Halfords plans to broaden its range of mechanical bikes priced over £1,000 by 60%. Additionally, the selection of premium electric bikes, costing more than £1,500, is set to increase by an impressive 300%. This expansion includes renowned brands such as Boardman, Voodoo, and Carrera, with noteworthy additions being the full-carbon Boardman and the ‘trail-taming powerhouse’ Voodoo Canzo Pro.
Despite facing challenging markets and reduced profits earlier this year, Halfords is adopting a new strategic direction. The company’s commitment to entering the premium market is underscored by its head of cycling, Katie Begley, stating, “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.”
To support this transition into the premium segment, Halfords is also enhancing customer services. These enhancements include offering complimentary in-store bike building and safety checks. Furthermore, the introduction of interest-free payment plans aims to attract a broader audience to high-end cycling.
Halfords is poised to reshape its market position by firmly establishing itself in the premium cycling sector, reflecting a forward-thinking approach to this burgeoning market.
