In a bid 'to get the nation cycling', folding bike expert Brompton has announced a partnership with the Halfords Group for its bikes to be sold in stores in a 'long-term strategic partnership'.
The new partnership will bring the London-based bike brand into stores allowing potential customers the opportunity to physically test ride bikes and take them away on the day of purchase.
It's part of a scheme to increase the number of UK journeys within UK cities undertaken by bike.
Recent stats showed that only 2% of all journeys in London are made by bike, compared to 37% in Copenhagen, and Brompton says that with its 'unique last mile, scalable transport solution' it could be the answer to getting more commuters on two wheels.
The initial launch will see Brompton bikes sold in 21 Cycle Republic stores, a subsidiary of Halfords, and two Tredz stores by November before launching within selected Halfords stores by April of 2019.
The Manchester branch of Cycle Republic will also be fitted with a Brompton mini-store within its shop as of December.
This partnership will have the added benefit of placing the Brompton into the reach of government tax-free cycling schemes, such as Cycle to Work, allowing employees of certain companies in Britain access to bikes
So far, Brompton only retails in 1,500 bike shops worldwide including its 11 flagship city stores despite being sold to 47 countries.
This decision to move into an established retailer in the UK will help physical presence and hopefully boost sales, therefore increasing the number of people on bikes, as CEO of Brompton, Will Butler-Adams, attested to.
'We want to change the way people live in cities and we are making progress with over 500,000 Bromptons being ridden in cities across the world, but there is more we can do,' Butler-Adams said.
'We are teaming up with Halfords, Cycle Republic and Tredz to help us reach a wider audience, to engage and inspire them to get back on a bike and remember the delight and freedom of cycling.
'The Halfords Group have the scale and ambition, with our support, to mobilise modal shift in our cities; to encourage people out from under the ground, out from their cars and back on a bike to rediscover their city,' he added.
Graham Stapleton, CEO of Halfords Group, also commented on the partnership and how he hopes to build the Brompton brand.
'Partnering with an iconic British brand like Brompton seems a natural fit, given we share many of the same ambitions and values, Stapleton said.
'More people are taking up cycling in cities, but we know more can, and should, be done if we are to reap the benefits that cycling can unlock.
'Using our scale and ambition we can help Brompton’s mission of changing the way people live in cities, break down those barriers and encourage more commuters to get pedalling.'