Halfords UK Switches from GT to Reebok Bikes

REDDITCH, UK – Sports brand Reebok is entering the business through the biggest bike retailer in the UK, Halfords. The company that yearly sells over one million bicycles and holds a 30% market share in the United Kingdom changed from GT to Reebok after

GT owner Cycling Sports Group (CSG) announced that, effective January 1, 2011, distribution of the GT brand through the UK-based retailer Halfords would be discontinued. CSG UK, established last year, will take over all distribution, sales and marketing responsibilities for the GT bicycles brand within the UK market.

The company states that the change in the UK is related to CSG’s focus on the Independent Bicycle Dealer (IBD) channel and that the break with Halfords is “another demonstration of CSG’s commitment to this important channel.”

“GT has always been a strong brand in the UK and CSG is putting substantial engineering resources behind it with the objective of raising the bar of quality, design and engineering,” stated Russell Merry, Managing Director of CSG UK.  “We foresee a very bright future for GT in the UK.”

A news report by the UK trade publication Bike Bizz indicates that Halfords traded GT for Reebok as this report says that “Sports label Reebok has expanded into the bicycle business with a brand new range of bikes for the mountain, urban and BMX sectors.

Eight models will form the initial line-up – to be stocked exclusively in Halfords in the UK. The retailer has also had a hand in the design and detailing of the range. Highlights include the Reebok Skylite City and Town 17- inch bike. Using a lightweight aluminium frame the Skylite is built for the road, tracks and trails, with a comfort seat designed specifically for women.”