Halfords UK Implements New Cycling Strategy

REDDITCH, UK (17 October) - In an exclusive interview with Bike Europe, Halfords UK Business General Manager Auto Leisure and Two Wheel Business Centre, Keith Scott unveiled a new cycling strategy. During the past couple of years Halfords UK has seen a strong growth (since 1998 with 20 superstores per year, to a present 322 total). The new cycling strategy, which appears to be very successful after intense market testing, will not only increase the Halfords UK's sales (at this moment 700,000 bicycles a year, market share about 30%) and profitability but is to be actually increasing the size of the bike and accessory market in the UK. In Bike Europe's October issue (publication date October 23) Scott explains that the initial target of the new cycling strategy was to focus on selling higher value branded products, raising the Halfords credibility with enthusiasts without alienating themselves from the mainstream customers. The name of the new cycling strategy is called Bikehut. Bikehut is a physically-separated shop (usually on a mezzanine floor of the superstores) with a well-equipped workshop in its centre. Halfords opened 45 Bikehuts between May and August this year. The company is planning to have more than 100 by next spring and ultimately there is a potential for all of its 322 superstores to contain a Bikehut within 3 years. (MR)