AN EYE-catching bicycle lighting system endorsed by Olympic champion Sir Bradley Wiggins has been brought to the UK by a Dorset start-up.

Monkeylectric sit in the bicycle wheel, emitting 360 degrees of light in rapidly changing patterns.

They are already stocked by Argos, with Halfords to follow shortly and Smyths Toys also expected to sell them.

Monkeylectric is a retail brand established by Poole-based Elite Natural Holdings, which acquired the licence to import the range from California. The products have been made there since 2011.

Ryan Arthur, who launched the venture with business partner Elliot Whitehead, said: “We’ve got four-year exclusivity for the UK.

“There are no competitors. It’s the first of its kind. You can get front and back lights, but this has 360-degree visibility. It goes on your spokes and as you cycle, it creates images.”

The business has generated just under £110,000 in sales in the last two months, he said, and was selling 800-1,000 units a week.

The partners are seeking £100,000 investment to bring the brand name to wider attention, with Facebook and Google advertising and the recruitment of brand ambassadors with large social media followings.

“The money’s really for stock and marketing,” said Mr Arthur.

Sir Bradley Wiggins has already signed up to endorse the product.

The company’s publicity says it is “on a mission to make the streets safer for cyclists”.

It adds: “Monkey Lights turn your evening bike ride into an instant party. The MonkeyFX system creates thousands of patterns in your spinning bicycle wheel. With digital light art, Monkey lights are sure to get you noticed at night.”

The company has already featured on Business Insider, gaining more than 48million views on Facebook.

The business has approached 150 schools, offering a competition to win Monkeylectric lights or a family holiday.

Its business plan says: “Globally the bicycle lights market is worth approximately 5 billion US dollars per annum and while multiple studies show that over 80 per cent of people would benefit from having some form of bike light, current market penetration is just 10 per cent of the bicycle market worldwide.”