Accell Nederland

Accell Group

A reliable Batavus, sporty Sparta, Loekie children’s bike or a cool KOGA – Accell Group bikes can be found in almost every Dutch household. Accell Group is a Dutch holding company, but the company is also doing well across borders with brands such as Winora (DE) and Ghost in Germany, Lapierre in France, Raleigh and Diamondback in the UK, US and Canada, Tunturi (Finland), Atala (Italy), Redline (US) and XLC (worldwide). Accell Group has 3,000 employees in 18 countries and serves more than 70 countries. Although sales of regular bikes across the market are beginning to decline, Accell’s net sales increased 6.3 percent in 2016. This increase was mainly driven by growth in sales of e-bikes such as sporty e-mountain bikes from Ghost and Lapierre.

Accell

With the brands Batavus, Juncker Bike Parts, KOGA, Loekie, Sparta and Van Nicholas, Accell Netherlands focuses on the middle and upper segment of the Dutch market for bicycles, parts and accessories. These are all brands with a rich history that guarantee quality. Accell Nederland also sells the brands Accell has introduced abroad, such as Ghost. Together, these brands form a well-balanced product range that exactly matches the demand of the Dutch cyclist. The Dutch organization is based in Heerenveen and Apeldoorn.

Innovation and customer experience are high on the company’s strategic agenda. For example, the experience center De Fietser was opened in November 2016. In the monumental factory building in Ede with an area of almost 10,000 m2, visitors can test bicycles diverse under relevant conditions.

Strategy and ambition

The bicycle market is changing dramatically. Besides trends such as “move more” and “stay mobile longer,” the meteoric rise of the e-bike is striking. More than 90 brands of e-bikes are now offered in the Netherlands. The demand for related parts and accessories such as batteries, displays and chargers is also increasing enormously. In addition, consumers are turning to more and more different channels – especially online. For Accell Netherlands, these circumstances represent an opportunity to demarche. Strategy focal points:

1 – Actively responding to the changing market with a broad, innovative assortment

2 – Operational excellence and process optimization.

3 – Data-driven consumer-centricity