Cycling and leisure brand Halfords has extended its partnership with Boardman bikes for a further decade.
Having signed a deal with Boardman bikes in 2007, Halfords say sales of premium bikes have increased year-on-year due to the increased enthusiasm for cycling in the UK.
Matt Davies, CEO of Halfords said: “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.”
The cycling retailer is the largest cycle retailer in the UK and currently sells around 1m bikes a year.
Chris Boardman said he was delighted to be extending the partnership.
“It means the Boardman Performance Series will continue to be available nationwide and supported by Halfords network of stores,” he said.
The announcement of the extension in the partnership coincides with the launch of the 2014 Boardman Performance Series.