Halfords UK Targeting Premium Bike Segments
REDDITCH, UK – ’13’ is the newly launched premium brand from UK’s biggest bike retailer Halfords. Premium bike sales have underpinned Halfords recent success with 35% growth in the last year.
Encompassing 15 models covering road, MTB, hybrid and cyclocross designs the new ’13’ brand will be sold exclusively through the Halfords stores.
The brand logo is a ’13’ turned upside down, after the fashion of racers who, having been allocated this unlucky number, traditionally pinned the number on upside down to reverse supposed bad fortune into good.
Value for money
The marketing emphasis is on performance components and design at value for money prices ranging from GBP 429.99 (550 euro) to GBP 1799.99 (2,300 euro); the GBP 429.99 Intuitive Alpha hybrid features a 7005 triple butted alloy frame with Tektro Lyra disc brakes, Suntour suspension forks and a 24 speed Shimano Acera drivetrain whilst the top of the range Intuition Gamma Road bike boasts a carbon fibre monococoque frame and Ultegra drivetrain. There is also an Intrinsic road line featuring aluminium framesets.
Aero features and comfort
Halfords recently bought out Boardman Bikes, and, although on paper the ranges may look similar, Halfords are stressing that the new range has been designed from the ground up, lead by Chief Designer Justin Stevenson who has previously worked for Dawes, Raleigh, Saracen and Whyte. The ’13’ brand features more tapered tubing and Halfords are also stressing what they believe is the unique combination of aero features and comfort that mark out the bikes.
Certainly road bike sales have underpinned Halfords recent success with premium road bike sales growing 35% in the last year (the company also stock Pinarello).