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Decathlon Turning to Hi-End Sports Bikes and P&A

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PARIS, France – Decathlon is stepping up its focus on bicycles, e-bikes and P&A. Last month this trade journal reported on the sporting goods giant launching new brands for MTBs, urban-/city bikes, trekking, kids, folding bikes as well as road race. A recent introduction of the Van Rysel road bikes made clear that Decathlon is aiming at hi-end and on the specific price ranges that come with that.

Decathlon Turning to Hi-End Sports Bikes and P&A
Decathlon is stepping into the premium segment with Van Rysel branded road bikes that come with up to 3,600 euro price tags. – Photo Decathlon

Van Rysel (in Dutch/Flemish meaning ‘from Lille’) road bikes have been introduced earlier this month as Decathlon’s brand dedicated to the road ‘Performance’ segment. In addition to road racers with alloy and carbon frames, Van Rysel is also the specific brand of Decathlon’s race P&A with apparel, shoes and equipment.

At last January Velofollies Show in Kortrijk, Belgium Decathlon premiered the Van Rysel brand dedicated to the road segment. For the French sports retail giant it was an obvious choice as brand name as Decathlon is based in Lille. The Van Rysel launch has been coordinated by Nicolas Pierron who is the brand manager.

Premium brand

The birth of Van Rysel fits Decathlon’s strategy which is focused on creating its own brands. At the end of last year, the company introduced Triban. This brand covers segments like fitness and road bikes but at significantly lower price points compared to Van Rysel that is considered to be the premium road bike brand. In addition, Decathlon relies on B’twin for kids and for city bikes. The MTB segment is represented under the Rockrider brand which is an older Decathlon label.

The sporting goods retail giant has announced that the production of the Van Rysel bikes will take place at the company’s facility in Lille, France by a dedicated team with one mechanic assembling one bike. Frames are sourced out of Vietnam.

Price levels

Viewing the Van Rysel range, it includes models with carbon and aluminum frames. The Van Rysel MY 2020 collection is targeting four (retail) price levels: 1,000, 1,600, 2,500 and 3,600 euro. Specs of the Van Rysel racers includes Shimano 105, Ultegra and Dura-Ace as well as Mavic Askyiums and Cosmic wheels and Deda handlebars.

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