Bike XL: New Dutch Store Chain Starts with German Partner

STEENWIJK, The Netherlands – This weekend the first Bike XL store will officially be opened. It’s the first of what has to grow into a chain of about 20 stores in 2010 in Holland. What’s especially interesting about the new chain is the fact that it is forming a strategic alliance with one of the biggest bike store chains in Germany: BOC.

BOC, operated by the former owners of Alkauf in Germany, is also opening a new store this weekend; its 21st in Munster. BOC stands for The Bike Outdoor Copmpany that runs ‘Fahrrad Megamarkte’ (Bike Megastores) in Germany. The alliance between BOC and Bike XL is in the fact that the new Dutch store chain is selling the BOC bikes under the 2Danger, Bicycle, Bocas and Bocchini brands in Holland. Next to these brands Bike XL is also selling the Montego bikes in Holland next to the premium Dutch brands like Gazelle and Batavus.
Bike XL, owned by Jan Farnholt who has Willy Haagmans (former Giant Holland manager) as commercial manager, is aiming at the growing low to mid-end sector of the Dutch market. The complete name of the new chain store is Bike XL, de Fietssupers; this stands for Bike XL, the bicycle discounter. A name that says it all. Not only for the focus on the low to mid-end but also for the fact that Bike XL is to open bigger (about 1,500 to 2,000 m²) stores in the bigger Dutch cities.

Related Newsarticle: http://www.bike-eu.com/news/article.asp?id=2233