Trek wont be going into Bikehut

Despite Halfords execs piling the pressure on Trek USA officials at Interbike at the end of September, Trek UK is adamant theres no truth to the rumour that its one of the two key brands about to jump into bed with Bikehut
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Malcolm Davies, the director of Trek subsidiaries in Europe and Japan, told BikeBiz today that Trek would not be moving into Bikehut:

Weve had discussions for sure. Halfords has been courting us for five years. But it doesnt make sense for our business. Were best served by the IBD channel and see no reason to change that.

The specialist end of the market is critical to us. The £500-plus part of the market is satisfactorily serviced by IBDs.

Bikehut is an interesting development. The shops are well-presented. But do they have the customer base for products over £500? It remains to be seen.

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