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David Millar cycling clothing brand CHPT3 enters liquidation and ceases trading immediately

The company’s assets have been sold to a new owner, and the brand will cease to exist as a separate entity.

The Rise and Fall of CHPT3

CHPT3 was founded in 2018 by David Millar, a former professional cyclist who had a storied career in the sport. Millar, who won the 1998 Tour de France, had a reputation for being one of the most honest and outspoken athletes in the cycling world. He leveraged this reputation to build a successful brand that catered to the needs of professional cyclists and enthusiasts alike.

Early Success

  • CHPT3 quickly gained a reputation for producing high-quality, functional clothing that was designed with the needs of cyclists in mind. The brand’s early success was fueled by its focus on innovation and its commitment to using sustainable materials. CHPT3’s products were praised by cyclists for their comfort, durability, and style. ### Expansion and Growth*

    • Expansion and Growth

  • As the brand grew in popularity, CHPT3 expanded its product line to include clothing for women and children. The brand also partnered with several major cycling teams and organizations to increase its visibility and reach. CHPT3’s growth was fueled by its strong online presence and social media following. ### Challenges and Controversies*

    • Challenges and Controversies

  • Despite its success, CHPT3 faced several challenges and controversies throughout its history. The brand was criticized for its high prices and limited availability of certain products.

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    “People think it’s just for the young and fit, but it’s not. It’s for anyone who wants to get out and enjoy the world around them.”

    A New Perspective on Cycling

    Millar’s passion for cycling has been reignited in recent years, and he’s determined to share that passion with others.

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    The State of the UK Cycling Industry

    The UK cycling industry has been facing significant challenges in recent years. The COVID-19 pandemic has had a profound impact on the sector, with many businesses struggling to stay afloat. The lack of investment in cycling infrastructure and the rise of e-bikes have also contributed to the industry’s woes.

    Key Challenges Facing the Industry

  • Financial struggles: Many UK cycling businesses are facing financial difficulties, with some entering administration or posting significant losses. Competition from e-bikes: The rise of e-bikes has disrupted the traditional cycling industry, with many consumers opting for the convenience and ease of e-bikes over traditional bicycles. Lack of investment in cycling infrastructure: The UK’s cycling infrastructure has been underfunded, making it difficult for cyclists to access safe and convenient routes. ## The Impact of CHPT3 on the Industry**

    • The Impact of CHPT3 on the Industry

    The exact circumstances around CHPT3 have not been disclosed, but its impact on the UK cycling industry has been significant. The company’s financial struggles have been well-documented, with Endura posting a £14m loss just last month.

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