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TECH NEWS
brad-dogmaPinarello ride into Halfords stores
Halfords are to start selling Pinarello cycles this spring, it has been revealed today.
The Italian bicycle brand has reached new heights of popularity in the UK since becoming the choice of Team Sky and, most famously, being ridden to Tour de France victory last year by Bradley Wiggins.
With such dominance and success at the highest level of the sport, it’s inevitable the bikes are in high demand and Halfords will help to meet this growing popularity. They’ll be stocking Pinarellos online and through a selection of their 466 stores this spring, so you’ll have to wait a couple of months until you can visit your nearest Halfords store and pick one up.
The flagship model in the range is the Dogma 65.1, but Wiggins rode the previous top-end model the Dogma 2 to victory at the Tour last year. His bike was fitted with a full complement of top drawer kit, including a Shimano Di2 electronic groupset, Dura-Ace C50 carbon fibre deep-section wheels, and PRO handlebars and stem. Have a look at our detailed profile of his bike here.
“I’m delighted that we have become an official stockist of Pinarello bikes which are among the best in the world and have an incredible pedigree of success,” commented Paul McClenaghan, Commercial Director of Halfords. "Halfords has been developing own and exclusive branded ranges for several years to cover all aspects of the market, from child and entry level cycles all the way through to performance road bikes. Our partnership with Pinarello will further extend our range at the top end.”
Pinarello’s Luciano Fusar Poli added, “Pinarello bikes have been ridden to fantastic victories by British riders through our partnerships with Team Sky and British Cycling. Cycling fans have seen our bikes in action and having Halfords, who are the UK's largest bike and accessories retailer, as an official stockist means our bikes are now more accessible to the British public. I’m looking forward to seeing more Pinarellos out on the roads of the UK as a result of this agreement with Halfords.”
David worked on the road.cc tech team from 2012-2020. Previously he was editor of Bikemagic.com and before that staff writer at RCUK. He's a seasoned cyclist of all disciplines, from road to mountain biking, touring to cyclo-cross, he only wishes he had time to ride them all. He's mildly competitive, though he'll never admit it, and is a frequent road racer but is too lazy to do really well. He currently resides in the Cotswolds, and you can now find him over on his own YouTube channel David Arthur - Just Ride Bikes.
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48 comments
Good comments all round here. After a fantastic year for sport especially cycling in 2012 didn't Halfords post poor results or a warning just before Christmas that they hadn't capitalized on it all in 2012. Weren't they close to going belly up 2010? Halfords advertising sales campaign is a joke e.g Was £149.99 now only £79.99 any body around bikes knows it's always been £79.99 never go with the hype.
Pinarello brand suicide in the UK. Yellow maybe smiling inside
.
Unless the bikes are discount or bought from a new 'bespoke' Halfords bike shop as Dr Ko suggested nobody will want to be associated with the brand. Boardman bikes are good value at £1000 and below but the brand isn't flying pitched with Halfords.
W.T.F!?
There is no way someone's going to Halfords to drop £3k+ on a bike
And I reckon this year will be the last year Sky will be riding Pinas. I was thinking that already but this confirms it for me
I foresee backwards-fitted forks thanks to Pinarello's wibbly-wobbly designs confusing Halford's school-leaver staff. And yes, I am a snob.
I can only see this work, if Halfords set up special shops (or at least shop corners.) So if they wish to enter the upper market this could be a good chance, the turn over of Halford should enable them to get better pricing. Maybe the result are boutique shops.
If I wish to put 3k on the table I expect some service like fitting. So for boutique shops they'll need trained stuff. And some clothing, maybe they will stock Rapha as well.
Pina and Halfords feels to me like Bentley and Volkswagen.
Regards,
Dr. Ko
I reckon Wheelz has been at it again and bought a job lot of knock-off Chinarellos:
http://road.cc/content/forum/52602-i-just-orderd-one-these
Now he's masquerading as a distributor for Pinarello and flogging to Halfords. It's not like they'd be able to tell the difference (nor would I!).
How's it going Wheelz?
The slating you guys are giving is a bit harsh...
the boardman bikes are good from halfords & they're set up by 'half donkeys'
remember pinarello is a COMPANY who charges top whack for their bikes, they want as much sales coverage as possible. they don't give their bikes away...
I bought my Boardman from Wiggle and put it together without any idea what I was doing. I've never had any trouble with it. So if I can do it, anyone can.
Don't make the mistake of thinking you "built" your bike, Tovarisch, because you didn't - Wiggle did. The bikes come to them - or indeed any dealer - needing quite a lot of assembly, probably more than most home mechanics would be comfortable or competent to do. Wiggle do this before partially dis-assembling the bike again, leaving a minimum of simple assembly work for the end user. To their credit (and as an IBD I say this through gritted teeth) they employ some very good mechanics to do this, which also explains why they're not always the cheapest place to buy - source a bike from some of the real low-end retailers and you'll have the fright of your life when you open up the box, naively expecting to find something that looks like a bike inside.
Moving on, I find it ironic that Boardman are turning away from Halfords and towards IBDs to retail their higher-end products just as Pinarello are turning towards the Big-H. But then, Boardman have realised that there is a ceiling on what customers will, by and large, spend on a bike at Halfords; the reason for this, be it snobbery or whatever, is irrelevant because it's simply a fact.
Thinking what being linked to Halfords did for GT and Kona as 'must have' mtb brands
I didn't see this one coming. I'm surprised that the importer couldn't have improved coverage and availability through good independents in selected locations. Great business for Halfords but a risk for Pinarello's brand reputation.
Next we'll see Sky co-sponsored by H A L F O R D S omg
Having just read Jeff Connor's book Wide-Eyed and Legless, I can imagine that may be a weird (and unwelcome) kind of deja vu for Shane Sutton!!
Typical setup/adjustment issues at some stores show that they often don't know one end of a bike from the other, some work to be done there. Can't say I'd rush to Halfords to buy a flashy bike!
Feel so sorry for existing Pinarello Dealers trying to shift £3.5k frameset's and complete bikes, now up against Halfords
.
It'll be the usual story customer buys a 'Pina' from Halfords, bike falls apart within one week, customer takes bike to a proper bike shop for a 'once over' tighten nuts and bolts when the proper bike shop would have loved this high end sale in the first place. Believe me I've seen this working in the trade (proper bike shop-Ed).
Seems like Halfords have a weird strategy here. Anyone who knows that you wouldn't buy a new Formula 1 car - ok, maybe that's over-stating it a bit - Anyone who knows that you wouldn't buy a new Ferrari from the local Car Supermarket would also know not to buy a Pinarello from Halfords. Halfords brand managers surely get this. So this suggests that they are consciously saying "sod those that know what they're on about, we're just after the rich fools with thousands to spend and no clue between their ears". They would be better off training the guys properly, eliminating any box-shifter mentality, and offering services like bike-fitting etc to build up trust in the Halfords brand.
As for Pinarello, well it's brand suicide for them, IMHO. To continue the car analogy, what would happen if Ferrari announced that rather than bother with their own showrooms, buyers would need to visit Fiat showrooms instead? It makes them look, well, chavvy.
Then again, it's Halfords that puts me off buying a Boardman, and they seem to be doing ok, so perhaps I'm way off the mark.
Unlike Pinarello, Boardman have a lot of bikes in the sub £1K Bike2Work bracket. My employer will only let you do Bike2Work through Halfords and I doubt they're alone. If I wanted a bike in that price bracket on that scheme and was forced to buy from Halfords then I'd pick a Boardman. Otherwise I'd go nowhere near Halfords!
They set up my brother's bike so the front calipers were always touching the rim. When he showed them the wheel wouldn't spin they denied anything was wrong and said it was supposed to be like that! Why would anyone let "mechanics" like that anywhere near a decent bike?
Great work by Halfords, fair enough. But can you imagine the average Half-donkey trying to set up one of those? With Di2? Tubulars?
So have Yellow lost their UK distributor role for Pinarello or is this a deal through them?
Now I'm not a snob who is anti Halfords but even so, would you really pay Pinarello money to them? At that level of prices I want fitting by real experts. I know Bikehut was set up to provide this but it doesn't seem to have really worked.
In some ways it is an understandable move but IMHO in real terms a bit of a dead end. We'll wait and see.
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