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Accell Group Acquires Kronan Benelux and Germany

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HEERENVEEN, Netherlands (March 21) – Accell Group has taken over the activities of the Kronan brand in the Benelux and Germany. Kronan makes unique-looking bicycles and accessories with a distinctively contemporary look, and sells them successfully via the Internet and specialist stores. Kronan was introduced in the Netherlands in 1999. The contemporary Kronan product, which […]

HEERENVEEN, Netherlands (March 21) – Accell Group has taken over the activities of the Kronan brand in the Benelux and Germany. Kronan makes unique-looking bicycles and accessories with a distinctively contemporary look, and sells them successfully via the Internet and specialist stores.
Kronan was introduced in the Netherlands in 1999. The contemporary Kronan product, which is based on a design and construction dating from more than 60 years ago, has become very well known in the Netherlands within a very short time thanks to intensive marketing and abundant (free) publicity. The unusual way of selling the bicycles, via the Internet, has also attracted many new customers. Since 2002, Kronan’s products have also been available in specialist stores.
By joining forces with Accell Group, Kronan will have the opportunity to expand not only in the Netherlands, but also in Belgium and Germany. Kronan will be able to benefit from Accell’s economies of scale and know-how in the fields of production, logistics, research & development and marketing & sales, while at the same time retaining its unique character. Kronan and its leading employees will remain at their usual base in Amsterdam, Holland.
René Takens, CEO of Accell Group: “For us, Kronan is a brand that complements our existing portfolio. Kronan’s positioning and target group are unique. Over the past few years the brand has proved itself on the Dutch market. Kronan has also shown that it can sell bicycles via the Internet. I’m also expecting a successful launch of the brand in Germany, a country where the contemporary design of the products and the use of this new sales channel will certainly have a lot of appeal.”
The Swedish firm Kronan, the owner of the brand, will be responsible for Kronan bicycles and accessories in countries other than the Benelux and Germany.

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