Halfords launches Laura Trott bike range

Halfords has announced the launch of a new bike range from double Olympic gold medallist Laura Trott. Trott is the fourth Olympian to launch bikes with the retailer after Bradley Wiggins, Victoria Pendleton and Chris Boardman.

Trott has created four women’s bikes – one hybrid and three road bikes – with prices starting from £449. She said the bikes had been designed to be both fast and comfortable.

“Riding bikes is my life, so it’s been a dream for me to develop my own. I want to see as many women and girls as possible to get out there on bikes – whether it’s city commuters, mums cycling to school, fitness seekers or for those who want to go all the way and compete, the bikes are tailored to women and their individual ambitions for cycling.”

Jill McDonald, Halfords CEO, said: “Laura Trott is an awe-inspiring athlete and it’s fantastic to launch this range of bikes with her in time for the Olympics as part of our biggest summer yet for women cyclists.”

Halfords like-for-like cycling revenue dipped 0.9% in the year to April with relatively poor sales seen in July and August. The firm cited a number of factors for this, including poor weather and discounting across the market. Sales did however return to growth in the second half of the year.

Parts, accessories and clothing sales declined in the year and have been earmarked as areas for improvement. McDonald, said that the recent purchase of Tredz and Wheelies would help improve the firm’s position in this area as well as strengthening the firm’s position online.

“In  cycling  our  sales  improved  in  the  second  half  of  the  year  and  cycle  repair delivered good growth. The recent acquisition of Tredz alongside the continued expansion of Cycle Republic and the  launch  of  our  new  Laura  Trott  range  demonstrates  the  strength  and  breadth  of  our  cycling  proposition.”