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First Bonus Bikes Opens in Holland

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DEVENTER, Netherlands (November 23) – Today the new shop formula, Bonus Bikes has opened its first shop in Deventer, in the East of Holland. The concept is a direct answer to the increasing number of low priced bikes sold trough non-specialist retailers. Bonus Bikes is created by Biretco, the company behind shop formulas ‘Profile’ and […]

DEVENTER, Netherlands (November 23) – Today the new shop formula, Bonus Bikes has opened its first shop in Deventer, in the East of Holland. The concept is a direct answer to the increasing number of low priced bikes sold trough non-specialist retailers. Bonus Bikes is created by Biretco, the company behind shop formulas ‘Profile’ and ‘Fietswereld’. Only bikes below € 600 will be on offer, and service to the customer will be minimal. “No trade-in, no service and no repairs,” according to Mark Lucassen, marketing manager of Bonus Bikes in a recent article in Dutch newspaper AD.
The target for Bonus Bikes is not to compete with the specialist shop, but with outlets like Aldi, Halfords and (Dutch) Praxis and Hema. The formula must be seen as a way of keeping turnover within the bike-trade, not an attack on that sector. Biretco is planning to open a total op 89 Bonus Bike shops in Holland.
There are mixed reactions on the new formula within the Dutch cycle world, especially the RAI organisation of bike makers and importers is not too happy with the new competition, according to the newspaper publication. But the Dutch market for sub-600 Euro bikes is growing rapidly. In 2002 just 22% of all bikes sold in Holland were within that price category; in 2003 already that share climbed to 34% of the market. (MH)

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