News Article

Accell Acquires Beeline and Takes Mobile Service Company to Europe


HEERENVEEN, The Netherlands – Today Accell Group NV announces that it has taken over 100% of Beeline Bikes shares. Beeline is a mobile bike shop franchisee operator that delivers a turn-key sales, service and data collection solution tailored for IBD’s in North America. Accell already owned a minority shareholding in the company.

Accell Acquires Beeline and Takes Mobile Service Company to Europe
Accell regards Beeline perfect fit to its omni-channel strategy and wants to take it to Europe. – Photo Beeline

Accell regards Beeline Bikes a perfect fit to its strategy to offer mobile bike services as part of the company’s consumer centric omni-channel model. Because of that Accell wants to take Beeline to Europe.

Growing Beeline’s footprint

In today’s announcement Accell Group says “Five years ago, Beeline Bikes was launched in Silicon Valley. The company delivers a seamless consumer experience from online purchase to the home delivery of ready-to-ride bikes. Accell Group will focus on rapidly growing the Beeline Bikes footprint in North America, which will support existing and future franchise partners as they seek to build dominant businesses in their respective markets. The acquisition furthers the focus on supporting IBD’s to best serve today’s connected consumer by offering a consistent, convenient, and remarkable experience buying and servicing a bike. Beeline Bikes will have direct access to the brands and resources of Accell Group’s North American business as it grows its franchise network in the coming years. In addition, the acquisition offers Accell Group the opportunity to bring Beeline Bikes to Europe.”

Accell NA links online sales to mobile shops

Accell NA links online sales to mobile shops

‘Empowering IBDs’

Ton Anbeek, CEO of Accell Group says on the take-over “To win locally in the North American market our strategy will focus on the needs and wishes of consumers through a true omni-channel approach. We want to empower IBD’s to serve cyclists the way they research and buy today – across multiple channels. We have been partnering with Beeline Bikes for quite a while and have found that their mobile model and technology platform offer highly attractive synergies with the traditional brick and mortar channels. Beeline Bikes enables us to offer expansion to our IBD partners; it brings convenience, high-touch service, and an experiential and data-driven solution that rapidly expands our consumer reach while bolstering value to our growing franchise network in North America. This acquisition is a clear case of 1+1=3.”

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