Halfords has extended its exclusive partnership with Olympic champion cyclist Chris Boardman to produce its high end Boardman bikes for another decade.
The cycling and car part specialist launched the partnership with Boardman in 2007 which chief executive Matt Davies called a “stunning success”.
He added: “It’s great news that we are extending our exclusive partnership with Boardman. The Boardman Performance Series has been a stunning success since we started stocking them in 2007. Our customers love the combination of cutting-edge design and affordable prices.”
The Boardman range of bikes retail at the top end of Halfords cycle offer, priced at up to £949.
The news comes as Halfords launches its newest range of bikes, the 2014 Boardman Performance Series.
Chris Boardman, said the new range is better than ever. He said: “The 2014 Performance Series has been designed over an intense two year period focusing on maximising performance, design and quality across all bikes.
“It takes the brand to a new level which will ensure existing Boardman fans and new riders alike get the most from their riding experience.”