Five-year deal will see branded bicycles and accessories sold through specialist retailers.

IGS pedals in for Oxford University bike line

Oxford Limited and its agent Performance Brands have secured a five-year deal with IGS Corporation, which will see the firm produce branded bikes and accessories under its Rule Bikes label.

Rule Bikes also boasts such licences as Angry Birds, Star Wars, Moshi Monsters and Sony in its portfolio. Established back in 2011, it was the only bike brand to hit the UK Fashion Week catwalk that year.

Rule Bikes is working with Oxford Limited to develop bikes and accessories which fit within the classic design and style of Oxford’s heritage.

"Many of our students choose the bicycle as their preferred method of transport in and around Oxford, which makes the signing of this licence all the more relevant to the Oxford brand," said Chris Evans, MD of Oxford Limited.

"The retro look of the bicycle, together with the quality of the materials used and production techniques, provides a good match with our brand values of heritage and excellence."

Martin Richards, MD of Rule Bikes, added: "Our all new product range will launch later this summer around the world and we firmly believe the Oxford brand will be well received by all consumers. This is a truly unique opportunity for both brands."

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