And this campaign is intensifying. According to an American source, Halfords has sent the key US brands a video extoling the virtues of the new-look Bikehut concept to be rolled out later in the year. This video has been produced in American video format, says our highly-placed source, and is not simply a VHS flown across as a throwaway sampler.
The new Bikehut concept which is believed to entail revamping a select number of existing Halfords outlets with a store-in-store approach, including mezzanine floors has yet to receive board approval, says Halfords.
Bikehut is one of five retail formats trialled by the Boots-owned car-and-bikes store group. The mezzanine-floor trial, it is rumoured and neither denied nor confirmed by Halfords, will be rolled out in the Midlands.