France 2007: Market Breaks Price Trend

PARIS, France – The French bike market was dominated for years by supermarkets and the very cheap bikes they sell. That is changing fast. As distribution switches to channels that are able to sell bikes at higher prices, the attractiveness of the French bike market is growing.

One of the channels that is able to sell higher priced bikes is the sports department store; exemplified by companies like Decathlon and Go Sport. They, and in particular Decathlon as Go Sport is financially struggling, were the big winners in the distribution battle of 2006 and they were able to repeat that in 2007. Half of the 3,527,600 bicycles sold in France in 2007 were distributed through the big sports stores; up 2% compared to 2006.

Bike sales in France in 2007 ended up at exactly the same level as in 2006. During that year sales dropped 6.2% in units compared to 2005 while in terms of revenue the French market decreased 4%. In particular value-wise the French market was able to recover last year. In terms of value bicycle sales recorded an increase of 5.8% according to the French industry association Tous à Vélo. The 3,527,600 bikes sold realized € 876.5 million (compared to € 828.4m in 2006). The average price of a bike sold in France last year stood at a respectable € 248.46.

Click here to read the full Market Report France 2007.