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Halfords NL Changes Brand Strategy with Peugeot


VEENENDAAL, The Netherlands – Halfords in The Netherlands (not related to Halfords UK) is busy with the restyling of the shops in the Netherlands. As part of this repositioning Halfords is also changing its brand policy. “We are expanding the range and depth in bicycles. That’s why we recently added Peugeot to our bike portfolio.”

Halfords NL Changes Brand Strategy with Peugeot
Halfords is changing its brand policy and recently added Peugeot to our bike portfolio. - Photo Halfords

Halfords is prominently displaying Peugeot in its about 140 shops in The Netherlands. However, the chain’s crosschannel manager René Smeding commented that it is not Halfords new main bike brand. “Peugeot is one of the brands that we added. We have also a new one in MTB’s and road race called Capriolo.”


The retail chain will continue to sell Union branded city bikes,” said Smeding. This despite the fact that the ownership of this brand changed recently to Pon Holdings; a company that is more used to operate in the dealer channel. Other brands sold through the Halfords shops are Limit, Cumberland, Gitane and Dahon.

Mobility platform

Halfords’ new brand policy is part of a re-positioning scheme of the retail chain. That includes a webshop which is to expand into a so-called online mobility platform. This platform is to offer all kinds of mobility products as well as mobility services.

Halfords’ crosschannel strategy intends to have all products offered online also available in the shops. Every part of the mobility platform will have its own recognizable spot in the shops for which all 140 shops are re-worked in phases.

Still for sale

The re-positioning of the Halfords’ chain which is like the one in the UK, next to bikes and bike products also focused also on car P&A, doesn’t hold any implications for the fact that it is still for sale. It’s for almost two years now on offer. End of 2011, when the sale was announced by ‘mother’ Macintosh Retail Group, it was said that Halfords’ 2010 revenues totaled €105 million. At that time financial analysts said that a Halfods’ should bring Macintosh between 25 en 30 million euro.

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