Pinarello available in Halfords stores from today

Bike retailer to stock nine Pinarello road and city bikes in selected stores from today

by David Arthur   February 23, 2013  

If you go down to your local Halfords today, you might see a fleet of Pinarellos taking pride of place on the shop floor. Last month we reported on the news that bicycle retailer Halfords would be selling Pinarellos, the choice of Bradley Wiggins and his Team Sky outfit, and today marks the day when a range of nine road and city bikes will be available in selected branches of Halfords.

Halfords have worked with the Italian manufacturer on a select range of nine models, six road bikes and three city bikes. As of today, the Pinarello nine bike range will be sold in Halfords’ new stores in Chingford, Nuneaton and Farnborough. These new stores feature newly designed displays in what is described as a ‘bright and open interior’. If you don’t live near these stores, you will be able to buy online for a home delivery.

So, let’s take a look at the nine bikes they’ll be selling then. The range features bikes priced from £799 up to £2,549 with the equally priced FPQUATTRO and Rokh. The Rokh is based on the Kobh, a bike favoured by Team Sky for the rough roads and cobbles of races like Tour of Flanders and Paris-Roubaix, but uses a lower modulus carbon fibre, 30-ton high modulus 12k. This is a bike aimed at the endurance/sportive market, as comfort is a key factor with the frame's design.

The FPQUATTRO is Pinarello’s mid-range bike, it sits beneath the Dogma and Paris in its lineup of models. It has the unique wavy forks that make Pinarello’s so distinctive, and has a frame made from 30-ton high modulus 12k weave carbon fibre with a tapered head tube and internal cable routing, two features that are found on the top-end Dogma. It’s a UCI approved model so it’s race-ready. Frame weight is a claimed 1,100g for a size 54cm.

The FPDUE (£2,349.99) has all the styling cues of the higher end models and includes a tapered head tube and wavy fork and seat stays. Cables are routed internally, and the carbon fibre used is of the 24-ton high modulus 12K weave variety. Frame weight is a little higher at 1,120g for a size 54.

The most affordable carbon Pinarello in the range is the FPUNO Carbon Veloce (£1,999.99). This frame is made from 24-ton high modulus uni-directional carbon fibre with a tapered head tube and the same wavy forks and seat stays as higher up the range, and the same sculpted head tube that gives the frame a muscular appearance.

Finally, the most affordable road bike in the range is the FPUNO Aluminium Tiagra. It’s made from 6061 T6 aluminium and the tubes are hydroformed to give the frame the Pinarello signature appearance, with carbon fibre seatstays and chainstays and fork. It even carries the similar asymmetric features on the frame and fork of the full carbon models higher up the range. It’s built with a full Shimano Tiagra 10-speed groupset.

For hitting the city streets the Catena Vintage is a chromoly framed fixed-wheel bike costing £799.99, with a very retro look.

Costing the same is the ‘Only the Brave’ a single speed that has a distinctive stepped top tube and kinked seat stays, owing something to the wavy forks and stays of the road bikes. It’s fitted with a flat handlebar and deep-section aluminium rims.

Head over to www.halfords.com/Pinarello for more info.

44 user comments

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David Arthur wrote:
Super Domestique wrote:

I know more about marketing than most. I've written much of it over the years!

Well look at you...

I still don't agree with you

Time will tell though

I wasn't the one stating business fundamental's Wink

I haven't said it won't work. So we do agree.

Do I think it's a wrong move for the brand, yes. But that's a different matter.
On that we don't agree.

posted by Super Domestique [1583 posts]
23rd February 2013 - 17:12

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Ok maybe not the vast majority but there are quite a large percentage of stores including mine where you could bring in a 10k Di2 equipped Cervelo etc and not have to worry about a single thing. The sad thing is that there is a minority of stores where the guys just don't have the passion and the knowledge to deal with such things and it gives the rest a bad name.

I wasn't joking either I'm afraid. It sounds bad but because management and staff knowledge and passion in each store is so varied, you could have consistently awful service in one store but a trip to the next town could prove completely the opposite is true. I provide mechanical support for a lot of our corporate events and get to work with mechanics and sales managers from up and down the country and they all live and breathe cycling and are more than happy to share their knowledge and expertise. They are out there if you search around a bit, just sadly not in every store.

Obviously this isn't great and every store should be consistent but if these pilot stores work then every store will eventually get the same investment and it'll start to become more of a reality.

SpeshRider7287's picture

posted by SpeshRider7287 [75 posts]
23rd February 2013 - 17:39

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Halfords are the least of their worries. pina should be dealing with the fakes you can buy for £399 from china that to all but the pina mega fan are indistinguishable from a real one.

pinarello sorry to break it to you all arent anything special, just well marketed and priced in the 'it so expensive it must be good' catergory

the reason the chinese imports are so easily available is becasue pina are made in china. not a bad thing but if i were boffing 6k on a frame set i would want it hand crafted lovingly by Luigi in Bologne not made on a line next to a boardman and a Moda.

bikes for middle aged sportive riders with big wallets. and i salute pinarello for this. hell if i could whip up a brand and make 6.5k profit per frame then i would.

posted by russyparkin [575 posts]
23rd February 2013 - 19:07

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I'm as big a bike and bike shop snob as the next man, but there's surely nothing mechanically different between a £500 Boardman, Trek, Spesh etc and a £2.5k Pinarello. Any reasonably competent mechanic should be able to build one up and fettle it.

Maybe Di2 would be beyond a Halfords Saturday lad (or is it easier?), but none of these bikes have it. Where I've become especially wary is with suspension rebuilds on MTBs: I've had two expensive Cannondale Headshock rebuild disasters perpetrated by supposedly properly trained mechanics at very well known and reputable LBSs. Resorted to doing it myself 'cos at least I'll take my time and not stop until its right.

I'd like to knock Halfords, but they do seem to be selling better bikes and a better range of parts. They saved my bacon last Sunday when I snapped a chain...

Back on the bikes - the thing that looks wrong for me on these 'budget' Pinarellos are the R500 wheels. The steel single-speed looks gorgeous.

posted by Pauldmorgan [151 posts]
23rd February 2013 - 19:45

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Anyone who leaves their £10k bike in the hands of Halfords gets what they deserve.

Make mine an Italian with Campagnolo on the side

posted by monty dog [358 posts]
23rd February 2013 - 20:02

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SpeshRider7287 wrote:
Ok maybe not the vast majority but there are quite a large percentage of stores including mine where you could bring in a 10k Di2 equipped Cervelo etc and not have to worry about a single thing. The sad thing is that there is a minority of stores where the guys just don't have the passion and the knowledge to deal with such things and it gives the rest a bad name.

I wasn't joking either I'm afraid. It sounds bad but because management and staff knowledge and passion in each store is so varied, you could have consistently awful service in one store but a trip to the next town could prove completely the opposite is true. I provide mechanical support for a lot of our corporate events and get to work with mechanics and sales managers from up and down the country and they all live and breathe cycling and are more than happy to share their knowledge and expertise. They are out there if you search around a bit, just sadly not in every store.

Obviously this isn't great and every store should be consistent but if these pilot stores work then every store will eventually get the same investment and it'll start to become more of a reality.

Like you(some years ago)I worked at halfords and saw the various grand projects and new dawns come and go. The product is getting better, and there are some excellent cycle people, but your own words prove my point, "they are out there if you search around a bit".
Look I'm not looking for a row and I'm glad you are happy but I consider myself lucky to have been offered a good redundancy and escaped back to the independents. The guy who took over from me had no supervisory skills, never owned a bike in his adult life but was willing to fit wiper blades, accept almost half my wage and poorer conditions. Good luck!

posted by festival [101 posts]
23rd February 2013 - 21:22

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I rode on the Deloitte Ride Across Britain and we were supported by Halfords mechanics. I have to say they were all dedicated and knew their stuff. My understanding of Halfords was that they aimed themselves at the low/commercial end of the market. I was pleasantly surprised by how good they were. But it does not surprise me if they have problems keeping these people.

posted by Colin Peyresourde [1058 posts]
23rd February 2013 - 21:56

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i'll ignore the halfords/pinarello shocker and instead settle on the fact that pinarello appear to have produced the most disgusting and apallingly-named bike in the world ever.

posted by pj [138 posts]
23rd February 2013 - 22:11

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I have to agree with Super Domestique. Perhaps it's an astute business move by Pinerello, but the brand image will change as a result (it already has for me). Look at Boardman's: we all know they are very good bikes at a very good price, but most serious road bike fans will avoid them simply because of the brand association with Halfords and C2W. It may be silly, but it's how it is.

posted by Jonny_Trousers [68 posts]
23rd February 2013 - 22:22

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pj wrote:
i'll ignore the halfords/pinarello shocker and instead settle on the fact that pinarello appear to have produced the most disgusting and apallingly-named bike in the world ever.

kinda matches the ugly bike design as well. wavy stays and forks are what kids draw.

hideous bikes

posted by russyparkin [575 posts]
23rd February 2013 - 22:34

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I'm not sure if it's the bike brand snobbery or the bike shop snobbery that gets me!

But I know that bikes are designed to do certain jobs and if they do that job well and are available in a range of different shops I'm not sure where the problem is.

As for devaluing a brand by putting it in Halfords (or Aldi for that matter) then it is only devalued if it was over-priced and over-hyped in the first place.

I love bikes and I love riding them; but come on who really cares which shops sell them?

Shay

posted by shay cycles [209 posts]
23rd February 2013 - 23:04

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russyparkin wrote:
Halfords are the least of their worries. pina should be dealing with the fakes you can buy for £399 from china that to all but the pina mega fan are indistinguishable from a real one.

pinarello sorry to break it to you all arent anything special, just well marketed and priced in the 'it so expensive it must be good' catergory

the reason the chinese imports are so easily available is becasue pina are made in china. not a bad thing but if i were boffing 6k on a frame set i would want it hand crafted lovingly by Luigi in Bologne not made on a line next to a boardman and a Moda.

bikes for middle aged sportive riders with big wallets. and i salute pinarello for this. hell if i could whip up a brand and make 6.5k profit per frame then i would.

+1 , you've hit the nail on the head re Pinarello. I wouldn't be a fan of the brand as it trades heavily on it's Italian heritage (and charges handsomely for it) but the reality is somewhat different.

posted by PRINCIPIA PHIL [51 posts]
24th February 2013 - 0:20

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PRINCIPIA PHIL wrote:
russyparkin wrote:
... if i were boffing 6k on a frame set ...

... if i could whip up a brand and make 6.5k profit per frame then i would.

Your argument is interesting but emotive rather than factual or accurate. Anybody who could make 6.5k profit on a 6k item would! Come on guys, dont get so emotive over who sells a bike, if you like the bike then buy it and decide which store you buy it from. Simple. Just because someone else buys a cheaper model from the same manufacturer in a different shop doesn't suddenly make your purchase less valuable (unless you bought it as a status symbol rather than as a bike to ride and enjoy).

posted by Welsh boy [102 posts]
24th February 2013 - 8:50

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It'll be interesting to see how this pans out, I can see it being quite good for Pinarello in the long run though. Traditionally, it seems that large amount of Pinarello buyer is the sort of customer who buys into the prestige of the brand, like someone who would choose and Aston Martin or a Ferrari wants pay more for the exclusivity. I'm sure these types of buyers will be put off with a broader marketing of the brand, but while these guys drop a sizeable chunk on a single frame it's not going to make Pinarello rich in the same way that Specialized are, making money hand over fist with sales of £400 hybrids all the way up to S-Works Tarmacs. Who can deny Pinarello a slice of that kind of cake? We'll be seeing a fair few 2nd hand Dogmas for sale in the next year or two I think, one the "prestige" riders move elsewhere.

posted by Nick T [724 posts]
24th February 2013 - 12:21

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I think the reason for such a high interest in this story is that it's a case of the big boys flexing their financial clout. I don,t blame pinarello wanting to capitalise on the success of the team sky thing and to sell more entry level bikes in the uk however I have an issue with the choice of retailer. If i we're an independent piña dealer I would be so mad about this. At least give the independent network a chance to captilise on the high profile of the brand at the moment. Short term it makes sense for pinarello but long term there will be a lot of bridges burnt with the dealer network. Pinarello really know how to make money, they make the cheapest bikes, spend the most on marketing and then charge the most for them. Very clever company but I feel this may backfire.

posted by Cervelo12 [78 posts]
24th February 2013 - 14:33

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Are any of these frames available through the existing dealer network or have they made these specifically for the their new target market? I don't remember seeing any FPUNO's last time I was in Sigma Sports.

posted by Nick T [724 posts]
24th February 2013 - 15:18

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I can understand Pinarello going with Halfords as they are the biggest bike retailer in the UK and at the end of the day it's about making sales.

As someone says if you've got a skilled mechanic the bikes brand makes no difference when you repair it Carrera or Pinarello.

I think they've sold out as an aspirational brand, but the bottom line is king in any business.

Velotastic !

Too many hills, but too little time.

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posted by badback [264 posts]
24th February 2013 - 17:12

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pj wrote:
i'll ignore the halfords/pinarello shocker and instead settle on the fact that pinarello appear to have produced the most disgusting and apallingly-named bike in the world ever.

Absolutely - that flat barred horror really is 'only for the brave' (or severely aesthetically challenged). Yuk!

Pastaman

posted by pastaman [204 posts]
24th February 2013 - 21:01

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shay cycles wrote:
I'm not sure if it's the bike brand snobbery or the bike shop snobbery that gets me!

But I know that bikes are designed to do certain jobs and if they do that job well and are available in a range of different shops I'm not sure where the problem is.

As for devaluing a brand by putting it in Halfords (or Aldi for that matter) then it is only devalued if it was over-priced and over-hyped in the first place.

I love bikes and I love riding them; but come on who really cares which shops sell them?

That's fair enough, but whatever you think of it it's a fact that a lot of people *do* care about these things, which is why people pay £££s more for Pinarellos, Colnagos, even high-ticket Treks and Specializeds etc. when they could just get a Boardman instead. Recognising that and wondering why Pinarello would want to dilute it isn't snobbery. You don't have to actually *be* a snob to see that brand/shop snobbery exists and that people are influenced by it.

posted by Chuck [351 posts]
25th February 2013 - 12:42

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Chuck wrote:

That's fair enough, but whatever you think of it it's a fact that a lot of people *do* care about these things, which is why people pay £££s more for Pinarellos, Colnagos, even high-ticket Treks and Specializeds etc. when they could just get a Boardman instead. Recognising that and wondering why Pinarello would want to dilute it isn't snobbery. You don't have to actually *be* a snob to see that brand/shop snobbery exists and that people are influenced by it.

A lot of people care? Or just you? Case in point, Sigma Sport sell only the very top-end Specialized Tarmac bikes, and it doesn't seem customers who shop there are put off by the fact you can buy the same bikes, and their cheaper models, in shops like Evans or CycleSurgey

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posted by David Arthur [1379 posts]
25th February 2013 - 13:43

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So you really think that nobody cares about this stuff? What is it then that lets Pinarello (in this case) sell a product for a lot more than (say) Boardman charge for a product that is just as good in pretty much every respect?

I'm not saying it's a good thing, but I think it's pretty clear there's something in it and I'd say the comments on the Halfords-Pinarello stories show that it's not just me that thinks so. FWIW there's a very good chance my next MTB will be a Boardman and had they been around when I got my road bike it's quite likely I'd be riding one now.

posted by Chuck [351 posts]
25th February 2013 - 13:56

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I don't mean to be argumentative or a know it all but Sigma sell more than just the Tarmac.

I bought a bottom end Allez from them.

posted by Super Domestique [1583 posts]
25th February 2013 - 14:29

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Watch the brand desirability disappear faster than Findus share prices...

pureride.co.uk

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posted by silikesbikes [3 posts]
25th February 2013 - 15:41

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This section reads a lot like comments on BMW's new foray into front wheel drive hatchbacks.

posted by Nick T [724 posts]
25th February 2013 - 15:54

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Que Sera, Sera,
Whatever will be, will be
The future's not ours, to see
Que Sera, Sera
What will be, will be.

posted by alpking [5 posts]
25th February 2013 - 16:18

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You don't go to McDonalds for a salad.

posted by cchead77 [8 posts]
25th February 2013 - 16:23

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posted by alpking [5 posts]
25th February 2013 - 16:25

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SpeshRider7287 wrote:
Some observations..

5) You have to remember a 2k Pinarello is still representing the entry to middle range of the road bike price range and they're not really hitting the high end market with any real effect. IBD's will lose very few high end sales over this move.

I beg the pardon of all here, but referring to £2k as 'entry level' is just laughable. For us relatively low earners, entry level is £300 for a racing BSO, then you upgrade to something decent in the £500 - £1,000 bracket and then maybe if you're really good and really dedicated (and also have a fair amount of spare cash which most of us just don't) *then* you get to £2k. Or am I totally in the wrong company? I love good bikes but there is no way I would ever be able to afford a £2k bike and to refer to it as 'entry level' is incredibly demeaning for those of us that don't have that kind of money but who nevertheless do like to cycle.

posted by RuthF28 [87 posts]
27th February 2013 - 21:52

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My point on 2k price point was never meant to be demeaning in any way. Just looking at the broad range of price points available on road bikes (anywhere between £300-£8k+) it is a fairly low price point if you consider what's available in the market as a whole. As I said. it was just an observation. 2k WILL get you a great bike and it is a lot of money to spend for most people but I didn't dispute any of these points. I merely pointed out that compared to say, your 8.5k Dogma's, 8k+ Venge's, 6k R5's and such like, they are a world away in terms of price. I love to ride and would love to have a top end bike but I will shortly be getting a 1k road bike because its the highest price point I can currently afford. It ticks all the right boxes and its a beast to ride so I've no objection to riding entry level bikes and enjoying yourself doing it.

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posted by SpeshRider7287 [75 posts]
28th February 2013 - 0:39

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I do have not problem with Halfords selling Bikes... been doing for years

But, I won't personally for this sort of money (if I had it), as they don't let you try them out first...

Until they do, support your local cycle shop...

BCC

posted by BearstedCC [46 posts]
28th February 2013 - 8:40

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