Bike Europe 1-2025

There are products in the bicycle industry whose quality is widely respected and well known among insiders, even if their name rarely appears in the spotlight. THUN is a prime example of this. But that is about to change.

Ask ten people in a bike brand how profitable their assortment is, and you will get ten different answers. Ask the product manager and she will point to margin per unit. Ask the supply chain lead and he will talk about complexity cost. Ask the retailer, and the conversation shifts entirely to sell-through and floor turns. Everyone is right. Everyone is also looking at a different piece of the value chain. And because no one has agreed on a shared picture, the product line keeps growing — SKU by SKU, season by season — until it takes an AI chatbot to explain the difference between two models to a confused customer at home.

Following well-documented financial struggles over the last few years, Accell today has stated that the last debt reduction has further stabilised the company, "while additional funding enabled Accell to accelerate the execution of the final steps of its transformation." As it prepares for this season with a sharpened portfolio of new models and a significantly leaner build after divesting non-core brands, is the once mighty Accell Group now out of the woods?

The announcement earlier this year that Shimano would not exhibit was regarded as a decisive moment for the future of Eurobike. According to the Japanese component manufacturer, "the industry continues to evolve, and we are prioritising our customer- and consumer-focused events." Two and a half months later, the show reality has changed again and Shimano's European representation announced its presence in Frankfurt this June.