REDDITCH, United Kingdom (BRAIN) — The U.K. retail chain Halfords has purchased Boardman Bikes, the company started by British cycling champion Chris Boardman. Halfords — which has more than 400 stores and specializes in car parts, camping, touring and bicycles — has sold a special series of Boardman bikes for several years. Boardman also offers an IBD line of bikes that is sold in the U.K., the U.S. and other markets.
In a press release Wednesday, Halfords said Boardman Bikes would "remain a stand-alone entity, with the business continuing to be led by Andy Smallwood as managing director, with Chris Boardman as chairman and design director."
Boardman said, "On behalf of Boardman Bikes I am delighted by today's news. We look forward to building on the success we have had to date with independent retailers, in international markets and with Halfords. This step will take the brand to the next level, and their backing will allow us to further develop our research and development and extend our award-winning cycling ranges."
Halfords chief executive Matt Davies said, "Our investment in Boardman Bikes, which have been ridden by multiple Olympic and world champions, demonstrates our growing position as a specialist cycling retailer. We have worked with Chris and his team since 2007; they have created one of the most important, fastest-growing and successful brands in U.K. cycling. We look forward to a continuation of the growth that both Boardman and Halfords have enjoyed with such a strong brand."
Fletch Newland, Boardman's North American sales director, said it would be "business as usual" for the brand in the U.S. In an email to BRAIN, Newland said the purchase will "only aid in our collective efforts to make Boardman Bikes a universally respected premium bike brand. It is business as usual here with more seamless tools to work with in the near future."
