KORTENBERG, Belgium – Ludo NV, Belgium based bike maker and importer of Scott, DT Swiss, Crankbrothers, Argon18 and others has introduced a bike store concept for its local market. “As Scott does
not intend to open concept stores like Giant and Specialized we have developed our own Cycle Passion sales concept to obtain crucial feedback from the market”, said John Huygens, Ludo GM.
The first Cycle Passion stores were opened recently in Kampenhout, near Brussels, other stores are to follow soon. “We expect to open some ten Cycle Passion shops in Belgium. We have no intentions to export this concept”, said Johan Huygens.
“It is not our idea to start our own stores as OEM and importer”, said Dirk Van Den Berk, product manager of Ludo’s bike brand Granville. “Our participation in the marketing concept of the store in Kampenhout is a test case for us. Our aim is to work closely together with retailers who are owner of their store. The next Cycle Passion shop, located in Antwerp, will be opened on February 25 and is fully owned by the local retailer. We are not financially involved in this shop, but we will support the dealetr in store management, product management and brand image.”
“We expect our dealers to see us as partner, not as competitors”, said Van Den Berk. “Therefore we are very cautious and transparent in what we do. Some regions in our country require a financial participation or support to start with this concept. We see ourselves more as a supportive partner for the dealers, but above all we want to be a good supplier.”
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