Halfords acquires Boardman Bikes
Halfords has acquired Boardman Bikes, the performance cycle brand founded by former Olympic champion Chris Boardman.
Halfords sells the Boardman Performance Series exclusively in the UK and Ireland, with the Boardman Elite Series sold at selected independent cycling retailers in the UK and USA. Both ranges are sold internationally by distributors and retailers such as Rebel Sports Group in Australia, Integrated Riding in Singapore and Biken in South Korea.
Following the acquisition, Boardman Bikes will remain a standalone entity within Halfords and will continue to be led by Andy Smallwood as managing director. In addition, Chris Boardman will remain as chairman and design director.
Halfords chief executive Matt Davies said: “Our investment in Boardman Bikes, which have been ridden by multiple Olympic and world champions, demonstrates our growing position as a specialist cycling retailer. We have worked with Chris and his team since 2007; they have created one of the most important, fastest-growing and successful brands in UK cycling. We look forward to a continuation of the growth that both Boardman and Halfords have enjoyed with such a strong brand.”
