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Accell Group Licenses Be One Brand

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HEERENVEEN, Netherlands (July 30) – Accell Group NV has decided to licence the Mountainbike brand Be One to its current management. Be One will therefore carry on as an independent bicycle brand. Up until the assignment of the licence, Be One was part of subsidiary Batavus. Within Batavus, a manufacturer of modern leisure cycles, Be […]

HEERENVEEN, Netherlands (July 30) – Accell Group NV has decided to licence the Mountainbike brand Be One to its current management. Be One will therefore carry on as an independent bicycle brand. Up until the assignment of the licence, Be One was part of subsidiary Batavus. Within Batavus, a manufacturer of modern leisure cycles, Be One has developed into a highly specialised Mountainbike brand. Because Be One requires ever more targeted marketing in a market different from that with which Batavus is familiar; Accell Group has decided to switch to licensing. Their years of experience mean that the current management of Be One are best able to further develop Be One’s position in its niche market. The management has founded a new company called Be One Bikes BV which is now handling marketing and sales of the Mountainbike brand. TH new com[pany is wholly owned by Marcel van den Hurk and Dennis Weijers.
Dennis Weijers, responsible for marketing and sales at the new company, is very happy with how things are working out. “In particular with respect to marketing and sales we are now able to provide the needed attention to the brand Be One with a sales staff which is for one hundred percent focused. Next to that, as a small organization, were are now able to be more flexible and more specific.” According to Weijers, production of the Be One Bikes will shift in the near future to Taiwan.
With regard to its activities in Germany; Be One Bikes will operate with its own representatives and no longer with distributor Faggin. Alexander Falk is appointed by Be One Bikes BV as sales manager for Germany. At the upcoming Eurobike Show Be One will present its 2004 range in Hall A6, stand 302. At the IFMA Be One Bikes are displayed at the Euretco booth. (JO)

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