“Times are tough for many people at the moment,” said managing director Mike Rice, “Cycling is taking the nation by storm, beating fuel & transport costs and making the nation healthier. We’re hoping our new price reductions will make cycling even more affordable than ever and encourage more bums on saddles.”

Recent fluctuations in exchange rates and increased raw material prices have affected the cost of production and are forcing distributors to steadily increase their prices. Evans says the 5% price drop, combined with the Chancellor’s recent decision to slash VAT from 17.5% to 15% makes this a good time to buy a bike.

“Retailers are doing all they can to protect consumers from these rises and the VAT reduction certainly helps in the short term” said Rice, “One thing is for sure though, and that is bike prices will never be this cheap again.”

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