Go Outdoors expands cycling presence in 43 UK stores as Wiggins signs with Halfords

In a project expected to be completed within the next 90 days, outdoor retailer Go Outdoors has begun revamping as many as 43 stores with updated cycling departments. go outdoors

Carrying brands such as Orbea, Ghost and Raleigh, as well as house-label Calibre, the “multi-million” pound investment will also see up to 240 news recruits, including mechanics to be found in the stores’ dedicated workshops.

The move will be seen as a challenge to Halfords’ current superiority in the market, though the motoring and cycling giant most recently posted a like for like decline following a poor summer. Having previously launched a bike range with former Olympian Victoria Pendleton, Halfords will in July next year add a collaboration with Bradley Wiggins that’ll see kids bikes bear the Tour de France winner’s name.

Wiggins has courted controversy recently by telling London cyclists to behave on the roads or face punishment.

Jill McDonald, Halfords’ CEO, said; “We’re thrilled to work with the people’s cycling champion Sir Bradley Wiggins and look forward to launching the range in such an exciting Olympic year, and we’ll be keenly watching him in his ride to victory in Rio.”

Go Outdoors has just opened its first store in Northern Ireland. The outdoor giant made £11.6 million in the year to January 2015.