Retailer reveals ambition to grow female market share

HALFORDS today announces its ambition to grow its market share of women cyclists over the next five years – with aims to attract both new and existing cyclists into stores.

The UK’s biggest bike retailer announced the plans at the launch of its latest Cycle Republic store for urban cyclists in Margaret Street, London, beginning with a new partnership with British Cycling’s women’s network Breeze.

British Cycling’s Breeze network is the largest programme in Britain, designed specifically to get more women cycling. The partnership will involve promotion of the network and its benefits, a new workshop teaching women basic bike maintenance and bike mechanic support at key Breeze events.

Following the success of the premium 13 bike brand which launched in 2014, Halfords will introduce women’s bikes alongside the men’s and unisex styles – adding range and choice for serious women cyclists.

The retailer will also increase its range of female-friendly cycling products and the flagship Cycle Republic store is leading this trend with a 30% female-specific offer, comprising brands exclusive to Cycle Republic such as the Swiss Assos brand, Pearl Izumi and Giordana.

A Halfords’ YouGov report found that saddle comfort was the leading factor for women when choosing a bike (58%), ahead of design (14%) and price (39%) – leading to plans for more comfortable saddle ranges alongside a review of women’s clothing too.

Emma Fox, Commercial Director at Halfords, said; “More women are taking up cycling as commuters, for serious fitness and for fun with friends, but we know more can, and should, be done to attract and support women.

“We want to break down the barriers by supporting networks like Breeze, stocking a wider range of female-specific products and helping women feel empowered to cycle. With these initiatives, we know there is a huge opportunity to appeal to more women and increase our market share by offering the most comprehensive range of women’s bikes and accessories on the high street.”

Natalie Justice from Breeze said; “Our goal is to encourage as many women as possible to get involved in cycling for fun and fitness. Through working with Halfords we can reach more women with events that they can’t wait to take part in.”

This year will also see the third year of Halfords’ successful partnership with Victoria Pendleton – whose Pendleton collections have been the biggest ever selling women’s bike range. Double Olympic Champion Victoria Pendleton said; “I’m passionate about women having the confidence to take up sport, especially cycling, and feeling empowered to get on their bikes – anything that makes it easier for women to get involved is fantastic.”

Download press release as a PDF