Previously only sold in the UK through Halfords stores, Chris Boardman’s new Elite bikes are due to be sold all over the world. Luke Evans got a peep yesterday.
First he was a legend at the Barcelona Olympics 1992, now he is a legend at selling critically-acclaimed bicycles. Chris Sidwells finds out what makes Chris Boardman tick.
“As a new brand we are exploring all potential routes to market across all territories around the world,” said Andy Smallwood, Boardman’s director of operations.
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