A WORCESTER retailer is one of the first in the country to stock an innovative cycle helmet that allows riders to see behind them.

JJB Sports, which has a shop in The Shambles, Worcester, is the first national sports retailer in the UK to sell a British innovation that is a world first.

The revolutionary new helmets, which have been designed and developed by Reevu, in Co. Durham, have built-in rear view optics.

From mid May, the Reevu helmets will be available at 102 JJB Sports superstores around the UK. Prior to this deal, the Reevu helmets had only been available in Britain through independent bicycle distributors.

The helmets, which retail at between £49.95 and £64.95 depending on the model, feature an integral optic system that gives the rider a clear view of what is behind them. The system uses a unique combination of reflective angles to 'bend' the images over the top of the wearer's head.

"JJB Sports is always looking out for new and innovative products that we feel will complement our existing stocks and bring something new to our customers," said Paul Grey, head buyer at JJB Sports, which has more than 400 stores.

"The Reevu helmet certainly does that. We are actively looking for high-quality products that will help us push further into the cycling market, so being the first to stock this leading edge technology is a big boost for us."