Cycle media headed to Decathlon's London HQ for initial glance at its 2014 road bike range

Decathlon hosts first UK press launch for B’Twin bike brand

The B’Twin bike brand has held its first ever UK press launch, promising the 2014 road range will have a price range that is ‘accessible for all’.

Held at Decathlon’s UK HQ at Canada Water Retail Park in Surrey Quays, East London, the launch location highlighted the growing allure of the UK to the brand – "a key growth market". The brand informed the media it very much wants to make itself available and be in the mix for group tests and the like. 

B’Twin’s road bike range, retailed exclusively through Decathlon, features a a lifetime warranty on frames and includes everything from kids bikes all the way up to hgh-end carbon offerings.

Campagnolo has returned to the B’Twin range after a three year absence, while SRAM has been excised from the line-up. The candid brand said it was "very happy to see Campagnolo back", praising the Italian brand’s recent renewed attitude and improved supply chain reliability.

Available end of Feb/start of March, the range is in the main matt black for style as well as more practical considerations – "black is the most international colour" – though a greater variety of colours could be available in time.

The brand also used the press launch to highlight its grassroots support with the successful B’Twin Under 19 racing team, running since 2011 and accumulating 92 victories and 89 podium wins in the 2013 season. The junior team is also used to test the brand’s bikes through the year.

The range includes one cyclo-cross bike – the handily named Cyclo-X, featuring Hutchinson Piranha tyres – and the three-strong Fit range of flat handlebar bikes. The carbon framed Mach range includes the Mach 740, the bike that the junior team rides. The Mach line-up features angular sides and is oversized, balancing rigidity with vibration dampening. The Alur range includes the 700 – featuring a UCI-approved aluminium frame. The Triban bikes, meanwhile, include the 500SE, which is a UK exclusive. Finally the Ultra Range includes the top-of-the-range Ulktra 920 and 940, with the Ultra carbon frame the lightest in the B’Twin range.

There’s plenty more detail on all of those on the Decathlon site.

In other news...

Danish software company Bikedesk expands to UK, aims to streamline bike store experience

Off the back of unprecedented success in Denmark, Bikedesk has announced it is expanding into …