MUMBAI: Bicycle manufacturer, Hero Cycles, announces a strategic tie-up with Sports Division- Pantaloon Retail India Limited, part of Future Group, to market and sell their new range of premium bicycles.

This association would enable Hero Cycles to display their merchandise and make their new range of premium bicycles available across Planet Sports, and its Shop-in-Shop formats within Central, Pantaloons, Brand Factory and Sports Warehouse across all metros and Tier I cities.

Hero Cycles MD SK Rai said, "The tie-up is aligned with Hero Cycle‘s strategy to address the premium bicycle market, while continuing to be the market leader in the mass segment through its established brand loyalty. Owing to changing trends in retail and the evolving profile of consumers, our attempt is to expand our product line, by offering quality products, sound in technology and engineering, thereby enhancing the overall shopping experience for customers."

Pantaloon Retail India CEO sports division Ravdeep Singh said, "We are pleased to partner with Hero Cycles; this is sure to enhance the shopping experience for our consumers and reinforce our commitment to encourage an active lifestyle amongst our audience. The new bicycles by Hero are truly a class apart, sleek and stylish in their design and completely in line with the quality of products we display in our stores."

The new range of Hero Cycles boasts advanced features, cutting across all socio-economic segments. The premium range will be marketed through selective retail outlets of Future Group. Specific details on the alliance are to be confirmed; the timeline of the final unveiling is scheduled to be around May 2011.