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@edscoble
A lots of bicycle shops often focus on one brand (our for instance, is Trek), and sell others alongside, we get a better profit margin when we sell predominantly Trek.
Halfords is in a win-win situation by owning both Boardman and 13 Bikes Co (not in any relation to 14 Bikes Co, whom are like, one better) meaning they don't have to worry about profit margin with their own brands.