BikeBiz Bicycle and cycling retail news
Rule Bikes has launched in the UK and is now seeking boutique retailers for its line of what it calls ‘style bikes’.
Built in Devon by a team of ex-Royal Marine Commandos employed by Rule, the firm has committed to donating ten per cent of its future profits to the C Group charity, which delivers practical support for injured Royal Marines, those in need and their families.
Beginning at £495 and spanning several price points between, the range is lead by flagship model ‘The Supreme’, which is able to be customised to the customer’s individual requirements. Using the online tool they can choose their own frame, colour, seat, gears, fittings and accessories.
Rule is the brainchild of entrepreneur Adam Houlding: “Rule’s ethos is to bring back the sartorial elegance, comfort and high quality that seem to have been lost in modern day pedal bikes; all go-faster stripes, hydraulics, and seats you can shave with! We’ve received such positive feedback from all who have seen a Style bike, regardless of age, they really seem to tap into today’s zeitgeist. We are proud to bring a new and stylish element into the British bike and fashion industry. We are equally proud to add value and support to our Great British community both Nationally and Locally.”
To celebrate the launch of the Rule Supreme Style bike, the firm joined forces with iconic fashion house PPQ to launch a limited edition PPQ Supreme Style Bike. The limited edition PPQ Style bike debuted on the catwalk at the PPQ A/W 2012 show at LFW. A limited number of 50 will be available from April 2012 for pre-order (at £1,500 +) via www.rulebikes.com.
