Hit TV show Call the Midwife has delivered a bouncing
success for Victoria Pendleton.
The Olympic gold medal winning cyclist's "new baby" her
personally designed bike range, has sparked unprecedented
demand at suppliers Halfords - and it is all being put down
to the midwife-effect!
The fact that the traditionally designed cycles bears an
uncanny resemblance to those featured on the TV show, with
star Miranda Hart recently photographed riding a similar
retro-style bike across London, is believed to have helped
create a buzz around the classy new model.
Following a record number of pre-order on the Internet
Halfords has rushed the range of three classic bikes into
store, almost a month earlier than planned. These are the
traditional Somerby, the hybrid Brooke and the more
The powder blue, white and plum coloured cycles with sprung
saddles could not be further from the hard-bodied
pared-down bike that helped Victoria win gold in Beijing,
but their nostalgic appeal seems to have released a desire
by women to return to cycling spurred on by the pedaling
midwives of the 1950's show.
Miss Hart, who often takes her pet shi tzu Peggy with her
on bike rides, is in good company with Ewan McGregor, Kelly
Brook, Elle McPherson, Helena Christenson, Angelina Jolie,
Brad Pitt and Gwyneth Paltrow, all confirmed A-list cycling
A delighted Victoria, 31, said:"I wanted to help
create a bike that you could just jump on to go down to the
shops or the park without having to change into cycling
kit. I do recognise that most women don't want to
squeeze into lycra before they get on a bike and I am
pleased to say you can definitely wear a dress to ride
The Olympic champion's timing has been as impeccable as
ever with the release of range of three bikes, tapping into
the growing craze for two wheels, not four.
Clare Standage, Halford Product Expert, said: "We are not
surprised by the demand for the Victoria Pendleton range.
There is certain elegance about the traditional lines of a
classic bike and it seems that the trend-setters are moving
away from the macho, sporty look and going for a more
relaxed everyday style which is perfectly epitomised by
these bikes. It is an added bonus that all three models are
so competitively priced at £279.99 to £349.99."
The launch of the Victoria Pendleton cycle range follows an
upsurge in sales of Halfords classic bikes last year.
National cycle network Sustrans has launched a campaign to
encourage more women to get back on two wheels after
research showed that 79% of women don't cycle.
International designers such as Paul Smith and Giles Deacon
have also tapped into the retro-mood by creating new lines
of cycle chic clothing based on the timeless designs of a
gentler, more stylish era.
The Victoria Pendleton cycle range is available in 16" and
18" frames, every cycle features a lightweight ergonomically
designed frame for maximum comfort and ease of riding.
· Somerby - The distinct blue and cream traditional step
through frame is perfect for shopping trips priced £279.99.
· Brooke - Victoria's favourite colour plum red features on
the frame of this hybrid bike priced £299.99.
· Dalby - At £349.99, the sophisticated white hybrid bike
features great gearing and mud guards.
Halfords is the UK's largest bike and
accessories retailer, with over 460 superstores.
Our wide range includes road, MTB, BMX, town and trail and
includes leading bike brands Boardman, Voodoo and
Carrera. We build every bike purchased free of
charge and also offer our customers a free six week safety
provides a one stop cycle2work package for employers and
employees. As the scheme's pioneers we
are able to supply virtually all bike brands available
in the UK through both our own stores and Independent Bike