AMSTERDAM, Netherlands – Last Friday, May 19, Drs. Paul Burger, MD of Halfords NL announced a full scale attack on the Dutch bike market: “That will result in a structural change of this very traditional and low competitive market.”
Halfords Holland (completely independent from Halfords UK) will in the coming four years increase its number of outlets in Holland and Belgium to 200 (currently 150 of which 140 in Holland). The current share of Halfords NL on the Dutch bike market is about 10% with a 2005 sales of 100,000 bikes. With the increased number of outlets Paul Burger expects to grow the Halfords market share to 15%.
Of course the fact that the retail chain which is specialized in selling bicycles, P&A and car accessories, recently acquired a Dutch bike brand with Union, will help. But the Halfords MD speaks open about the fact that to reach his ambitious goals he needs Dutch A-brands like Gazelle or Batavus.
However, with the Dutch market changing drastically in the coming years due to the fact that the number of dealers is expected to shrink with 30% to about 1500; he expects to get a phone call from Batavus or Gazelle. More about how Halfords wants to change the rock-solid but very traditional Dutch bike market; see Bike Europe combined June/July edition; publication date June 19. (JO)
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