Retailer Halfords sees its like-for-like cycling sales drop by 0.9 per cent in the year to April but are launching a new range of women's bikes with Laura Trott

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Laura Trott has partnered with Halfords to launch a range of bikes aimed at getting more women into cycling as the retailer looks to boost slowing cycling sales.

Double Olympic champion Trott has put her name to a range of three road bikes and one hybrid, starting from £449, adding to Halfords existing collection of women’s models.

Halfords saw its pre-tax profits drop 1.2 per cent to £80m in the year to April, with a wet summer and discounting by rivals to blame for the slump. Like-for-like cycling sales dropped by 0.9 per cent over the year.

The retailer teamed up with Sir Bradley Wiggins earlier this year and has now bagged another Olympic champion in Trott.

She said: “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.”

>>> Halfords expands cycling portfolio with £18m acquisition of Tredz and Wheelies

In relation to the range of bikes, which will be available in July, Trott added: “When we went through the design process, it was really important to create bikes that are both fast and comfortable for women.

“I wanted to create a range dedicated to the specific needs of women, so they don’t have to worry about whether a bike fits properly, leaving them inspired to really just enjoy getting out there.”

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.”

  • Michael

    Well, no, but a £450 bike was never going to reinvent the wheel so to speak.

    The USP here is that it’s got her name on it.

    It’s the equivalent of buying a darth vader lunchbox instead of a lunchbox

  • dougles

    Ah, I see. Hardly groundbreaking though is it? Don’t all the major manufacturers already do women’s specific bikes?
    I hate Halfords and would never, ever buy a bike from them. This cynical marketing of any ‘succesful British riders doesn’t help. I just treat the shops as a click and collect I option for consumables, as their price match is good + 10% BC discount in store…

  • hedgemagnet

    Meaning that Halfords is possibly no longer the first name that goes through people’s heads when they think ‘I must get a bike.’

  • Michael

    I think she’s just saying she wanted to create a range of bikes designed to fit women.

    I’m with the others though, Halfords legal-but-barely strategy of faking “discounts” means I wouldn’t buy a bike from them. It’s no surprise as cycling grows in popularity and people spend more that they are struggling.

  • dougles

    “I wanted to create a range dedicated to the specific needs of women, so they don’t have to worry about whether a bike fits properly, leaving them inspired to really just enjoy getting out there.”

    I don’t get this. Are women more likely to worry about a bike fitting properly, or is she just suggesting that a bike fitting doesn’t matter, and that women should just get out and ride?

  • David Palmer

    Yet another ex-pro selling-out to Halfrauds. Are they not aware of the awful reputation Halfords as got. It’s great that the pro’s are creating great bikes, but not so great when those bikes are setup by complete numpties