RULE bikes on the catwalk at London Fashion Week. Picture by Paul Hampartsoumian.

Celebrities including Pixie Lott, Caroline Flack and Lydia Bright were on hand to see the debut of RULE bikes on the catwalk at London Fashion Week.

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RULE, run by Lympstone businessman Adam Houlding, was showcasing its range of style bikes, developed with fashion house PPQ.

The company, which is donating a share of its profits to Royal Marines charity The C Group, received extensive industry coverage from the show, and secured new celebrity orders.

Adam said: “It was very exciting, although a little nerve-wracking, and it was a once in a lifetime experience for all our team.

“There were a few last minute teething problems, but we got there and couldn’t be happier.

“There was an audible gasp at the show when the bikes came out – it was the first time bikes had been used at London Fashion Week.

“The after show party was very exciting too – it was fantastic to chat with celebrities like Caroline Flack, Lydia Bright, Pixie Lott and Jameela Jamil.

“I had a good chat with Lisa Snowdon, who ordered a bike, and Meg Matthews ordered one too.”

As well as donating to The C Group, RULE also provides work and training opportunities to former Royal Marines, and among its team in London was Ben Deacon, an injured Royal Marine on work experience with the company.

Following the show, RULE has now been approached by a major retailer, and is also looking at selling its bikes overseas.

Adam said: “We’ve had so much press about it, and it’s really established us as a style bike in the fashion market.”