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Dynamo Retail Group Acquires Dutch Franchise Formula Fietscity

Sales & Trends 1696

AMERSFOORT, the Netherlands – Europe’s second biggest dealer cooperative Dynamo Retail Group has acquired the much smaller Dutch franchise formula Fietscity (bicycle city). “Their category management introduction presented Dynamo Retail Group with a competitive advantage over our distribution system,” said Fietscity owner Wim Landewé.

Dynamo Retail Group Acquires Dutch Franchise Formula Fietscity
Fietscity shops will become part of Dynamo Retail Group as of 1 October. – Photo Fietscity

Fietscity franchise formula has currently 11 affiliated bicycle shops, mainly in the eastern part of the Netherlands. It emerged from a partnership between a group of bicycle retailers and has become a full-fledged formula in the past 10 years. Fietscity focused its service on logistics and administration.

Changing distribution

Dynamo Retail Group GM Maarten de Vos welcomes the 11 stores: “These shops fit very well in our organization as they are used to be part of a franchise formula.” Dynamo Retail Group has some 800 affiliated stores in the Netherlands, Belgium and Germany offering the shop formats Bike Totaal, Profile ‘the Fietsspecialist’, Fietswereld and Dynamo Retail Service.

“The changing distribution model of many key suppliers has slowed down the growth of Fietscity while Dynamo Retail Group strongly developed its distribution system”, explains Wim Landewé. The take-over gave him mixed feelings. “We are sincerely happy to offer our franchisees a future at Dynamo Retail Group, but at the same time we are disappointed that we have to say goodbye to our own Fietscity organization.”

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