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Halfords to stock Pinarello online and in selected stores this spring

Halfords are to start selling Pinarello cycles this spring, it has been revealed today.

The Italian bicycle brand has reached new heights of popularity in the UK since becoming the choice of Team Sky and, most famously, being ridden to Tour de France victory last year by Bradley Wiggins.

With such dominance and success at the highest level of the sport, it’s inevitable the bikes are in high demand and Halfords will help to meet this growing popularity. They’ll be stocking Pinarellos online and through a selection of their 466 stores this spring, so you’ll have to wait a couple of months until you can visit your nearest Halfords store and pick one up.

The flagship model in the range is the Dogma 65.1, but Wiggins rode the previous top-end model the Dogma 2 to victory at the Tour last year. His bike was fitted with a full complement of top drawer kit, including a Shimano Di2 electronic groupset, Dura-Ace C50 carbon fibre deep-section wheels, and PRO handlebars and stem. Have a look at our detailed profile of his bike here.

“I’m delighted that we have become an official stockist of Pinarello bikes which are among the best in the world and have an incredible pedigree of success,” commented Paul McClenaghan, Commercial Director of Halfords. "Halfords has been developing own and exclusive branded ranges for several years to cover all aspects of the market, from child and entry level cycles all the way through to performance road bikes. Our partnership with Pinarello will further extend our range at the top end.”

Pinarello’s Luciano Fusar Poli added, “Pinarello bikes have been ridden to fantastic victories by British riders through our partnerships with Team Sky and British Cycling. Cycling fans have seen our bikes in action and having Halfords, who are the UK's largest bike and accessories retailer, as an official stockist means our bikes are now more accessible to the British public. I’m looking forward to seeing more Pinarellos out on the roads of the UK as a result of this agreement with Halfords.”

David has worked on the road.cc tech team since July 2012. Previously he was editor of Bikemagic.com and before that staff writer at RCUK. He's a seasoned cyclist of all disciplines, from road to mountain biking, touring to cyclo-cross, he only wishes he had time to ride them all. He's mildly competitive, though he'll never admit it, and is a frequent road racer but is too lazy to do really well. He currently resides in the Cotswolds.

48 comments

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bikeandy61 [532 posts] 3 years ago
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So have Yellow lost their UK distributor role for Pinarello or is this a deal through them?

Now I'm not a snob who is anti Halfords but even so, would you really pay Pinarello money to them? At that level of prices I want fitting by real experts. I know Bikehut was set up to provide this but it doesn't seem to have really worked.

In some ways it is an understandable move but IMHO in real terms a bit of a dead end. We'll wait and see.

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jollygoodvelo [1419 posts] 3 years ago
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 13

Great work by Halfords, fair enough. But can you imagine the average Half-donkey trying to set up one of those? With Di2? Tubulars?

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Roberj4 [218 posts] 3 years ago
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Feel so sorry for existing Pinarello Dealers trying to shift £3.5k frameset's and complete bikes, now up against Halfords  13 .

It'll be the usual story customer buys a 'Pina' from Halfords, bike falls apart within one week, customer takes bike to a proper bike shop for a 'once over' tighten nuts and bolts when the proper bike shop would have loved this high end sale in the first place. Believe me I've seen this working in the trade (proper bike shop-Ed).

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Roberj4 [218 posts] 3 years ago
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Next we'll see Sky co-sponsored by H A L F O R D S omg

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Simon E [2721 posts] 3 years ago
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Roberj4 wrote:

Next we'll see Sky co-sponsored by H A L F O R D S omg

Having just read Jeff Connor's book Wide-Eyed and Legless, I can imagine that may be a weird (and unwelcome) kind of deja vu for Shane Sutton!!

Typical setup/adjustment issues at some stores show that they often don't know one end of a bike from the other, some work to be done there. Can't say I'd rush to Halfords to buy a flashy bike!

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Campag_10 [153 posts] 3 years ago
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I didn't see this one coming. I'm surprised that the importer couldn't have improved coverage and availability through good independents in selected locations. Great business for Halfords but a risk for Pinarello's brand reputation.

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Super Domestique [1605 posts] 3 years ago
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Thinking what being linked to Halfords did for GT and Kona as 'must have' mtb brands  20 13

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notfastenough [3680 posts] 3 years ago
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Roberj4 wrote:

Feel so sorry for existing Pinarello Dealers trying to shift £3.5k frameset's and complete bikes, now up against Halfords  13 .

Seems like Halfords have a weird strategy here. Anyone who knows that you wouldn't buy a new Formula 1 car - ok, maybe that's over-stating it a bit - Anyone who knows that you wouldn't buy a new Ferrari from the local Car Supermarket would also know not to buy a Pinarello from Halfords. Halfords brand managers surely get this. So this suggests that they are consciously saying "sod those that know what they're on about, we're just after the rich fools with thousands to spend and no clue between their ears". They would be better off training the guys properly, eliminating any box-shifter mentality, and offering services like bike-fitting etc to build up trust in the Halfords brand.

As for Pinarello, well it's brand suicide for them, IMHO. To continue the car analogy, what would happen if Ferrari announced that rather than bother with their own showrooms, buyers would need to visit Fiat showrooms instead? It makes them look, well, chavvy.

Then again, it's Halfords that puts me off buying a Boardman, and they seem to be doing ok, so perhaps I'm way off the mark.

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Noelieboy [87 posts] 3 years ago
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The slating you guys are giving is a bit harsh...
the boardman bikes are good from halfords & they're set up by 'half donkeys'
remember pinarello is a COMPANY who charges top whack for their bikes, they want as much sales coverage as possible. they don't give their bikes away...

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arrieredupeleton [576 posts] 3 years ago
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I reckon Wheelz has been at it again and bought a job lot of knock-off Chinarellos:

http://road.cc/content/forum/52602-i-just-orderd-one-these

Now he's masquerading as a distributor for Pinarello and flogging to Halfords. It's not like they'd be able to tell the difference (nor would I!).

How's it going Wheelz?

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Dr. Ko [181 posts] 3 years ago
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I can only see this work, if Halfords set up special shops (or at least shop corners.) So if they wish to enter the upper market this could be a good chance, the turn over of Halford should enable them to get better pricing. Maybe the result are boutique shops.

If I wish to put 3k on the table I expect some service like fitting. So for boutique shops they'll need trained stuff. And some clothing, maybe they will stock Rapha as well.

Pina and Halfords feels to me like Bentley and Volkswagen.

Regards,

Dr. Ko

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ubercurmudgeon [169 posts] 3 years ago
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I foresee backwards-fitted forks thanks to Pinarello's wibbly-wobbly designs confusing Halford's school-leaver staff. And yes, I am a snob.

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Sam1 [220 posts] 3 years ago
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There is no way someone's going to Halfords to drop £3k+ on a bike

And I reckon this year will be the last year Sky will be riding Pinas. I was thinking that already but this confirms it for me

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cydonian74 [16 posts] 3 years ago
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W.T.F!?  7

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Roberj4 [218 posts] 3 years ago
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Good comments all round here. After a fantastic year for sport especially cycling in 2012 didn't Halfords post poor results or a warning just before Christmas that they hadn't capitalized on it all in 2012. Weren't they close to going belly up 2010? Halfords advertising sales campaign is a joke e.g Was £149.99 now only £79.99 any body around bikes knows it's always been £79.99 never go with the hype.

Pinarello brand suicide in the UK. Yellow maybe smiling inside  4 .

Unless the bikes are discount or bought from a new 'bespoke' Halfords bike shop as Dr Ko suggested nobody will want to be associated with the brand. Boardman bikes are good value at £1000 and below but the brand isn't flying pitched with Halfords.

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Roberj4 [218 posts] 3 years ago
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How about warranty claims and returns. Independent dealers may still support Pinarello's but in the future ditch the brand quickly? Your £3k+ frame develops a problem the Independant doesn't have to honour or hasn't the means to, cos the returns route will be with Halfords  20 20

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Cervelo12 [77 posts] 3 years ago
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Hear that? It's the sound of 100's of independent bike shops dropping Pinarello and 1000's of Pinarello owners logging on to ebay to sell their dogma.

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Super Domestique [1605 posts] 3 years ago
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There is another sound, me kissing my Tarmac Expert I bought instead of a Pinarello. They may be popular but they aren't from Halfords!

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Super Domestique [1605 posts] 3 years ago
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Oh, yes, I am also a snob btw.  3

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alotronic [463 posts] 3 years ago
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This just makes me giggle. I *believe* that no one will die.

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CraigS [129 posts] 3 years ago
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notfastenough wrote:

Then again, it's Halfords that puts me off buying a Boardman, and they seem to be doing ok, so perhaps I'm way off the mark.

Unlike Pinarello, Boardman have a lot of bikes in the sub £1K Bike2Work bracket. My employer will only let you do Bike2Work through Halfords and I doubt they're alone. If I wanted a bike in that price bracket on that scheme and was forced to buy from Halfords then I'd pick a Boardman. Otherwise I'd go nowhere near Halfords!

They set up my brother's bike so the front calipers were always touching the rim. When he showed them the wheel wouldn't spin they denied anything was wrong and said it was supposed to be like that! Why would anyone let "mechanics" like that anywhere near a decent bike?

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Roberj4 [218 posts] 3 years ago
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Aren't Pinarello £3.5K+ framesets mass produced in China for $50 a pop? Sorry but pitch with Halfords it's another dent in Pinarello's alleged 'Italian' (errr!) heritage!  21 21 21

'MOST' bars & stems and wobbly bits are gonna look great on Halfords shelves. Lol!

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jollygoodvelo [1419 posts] 3 years ago
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Cervelo12 wrote:

Hear that? It's the sound of 100's of independent bike shops dropping Pinarello and 1000's of Pinarello owners logging on to ebay to sell their dogma.

Well, I'd have one.

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badback [302 posts] 3 years ago
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I bet one or two of our local Mamil bike snobs will be putting their Pinarello's on eBay after reading this.

They used to say that Bianchi was the Italian Raleigh - I think they've just lost that title.

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Kapelmuur [322 posts] 3 years ago
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I had to check whether it is 1st April - even Boardman sell their top of the range bikes thorough specialists, not Halfords.

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Tovarishch [59 posts] 3 years ago
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I bought my Boardman from Wiggle and put it together without any idea what I was doing. I've never had any trouble with it. So if I can do it, anyone can.

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Cooks [491 posts] 3 years ago
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Every time I see someone riding a Pinarello, I'm going to ask if they got it from Halfords.

In facy, I'm just going to tweet Alan Sugar...

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festival [105 posts] 3 years ago
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Dear oh dear!

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David French [50 posts] 3 years ago
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A racing bike needs to be properly sized to be comfortable and give good performance, we all know that here.

What I can say from experience is that Halfords do not have the facilities or business model to allow for this. Hell, they couldn't even get that right with their flagship Bikehut failure which was in Brighton (I know, I worked there).

On the bright side... Oh wait.

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Roberj4 [218 posts] 3 years ago
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Picking up on the Internet that the Dogma range won't be sold through Halfords only a selection of bikes will be available. Ok all Dogma owners you can breath easy now  18

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