Victoria Pendleton CBE is Back on Her Bike
First introduced in spring last year, the classic baby-blue bike, with its distinctive cream wheels and mudguards, step-through frame and optional basket, has become a signature design for multiple World and double Olympic Champion, Victoria. Who ia also celebrating receiving a CBE today.
The former Olympian beautifully styled retro-bikes have broken all sales records for ladies cycles, becoming the best-selling-ever women’s range in Halfords 120 year history.
As the 2013 Somerby’s hits Halfords stores nationwide ready for Easter, cycle manufacturers and retailers are enjoying a boom in women’s cycling and hoping it is a trend that will continue to grow throughout this year and beyond.
The instant popularity of the Somerby has been credited with helping to get more women back in the saddle, along with a surge in celebrity cyclists, such as Kelly Brooke, Elle McPherson and Miranda Hart from hit TV show Call The Midwife.
The move to two wheels has also benefited from the London 2012 Olympics and the enormous success of Team GB’s female cyclists, particularly the achievements of Victoria. Their efforts, along with a wider awareness of the health and fitness benefits and an increasing number of cycle routes opening up in towns and cities, have inspired a new generation of women to get on their bikes, something Victoria is delighted about:
Victoria said: “I'm truly delighted so many people love the Somerby as much as I do, and that as a result more women than ever before are sharing in my passion for cycling. I couldn't be more delighted that Halfords has given it pride of place in its superstores this summer.”
The number of women with an interest in cycling in the UK has risen from 3.6m to 5.3 m in six years and those women actively participating in cycling - riding once a week - is up from 0.9 million to 1.6million. *
Female membership at cycling clubs across the UK is also up, as is the number of girls and women taking part in organised competitive and non-competitive cycle events. Such as the Cycletta series that Victoria has supported since its launch in 2011.
Notes to Editors:
The Somerby comes in a 17” or 19” lightweight, ergonomically designed frame size for maximum comfort. It has leather-look handgrips and saddle and an optional Halfords wicker bike basket. It is available exclusively from Halfords, in store and online at www.halfords.com priced £279.99. With option of a Halfords wicker bike basket priced £29.99.
* Source market research organisation TGI
Photographer: Michael Heffernan.
Hair & Make-up: Claire Louise using Dr Hauschka and Laura Mercier