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Benelux Bike Retail Landscape Changes Significantly

Sales & Trends

AMSTERDAM, the Netherlands – International Bike Group (IBG) has sold 15 of its Hans Struijk Bikes stores in the Netherlands. The company holds on to 1 store which has been transformed to an outlet of IBG’s successful ‘’ webshop. The 15 Hans Struijk stores have been taken-over by the Belgian chain ‘Fiets!’.

Benelux Bike Retail Landscape Changes Significantly
Former McKinsey consultant Bastiaan Hagenouw started six years ago in the bike business. Now, as IBG CEO he sold 15 of the company’s Hans Struijk Bikes stores in the Netherlands. – Photo Bike Europe

With this take-over by Hendrik Winkelmans, founder and MD of the Fiets! chain, a significant Benelux retail chain emerges with 26 stores, more than 150 employees and annual sales of some € 40 million.

Former McKinsey consultants

Backed by private equity fund NPM Capital former McKinsey consultants Bastiaan Hagenouw and Timon Rutten started six years ago in the bike business with the take-over of two Hans Struijk stores in The Hague, the Netherlands. Since, the company grew to 16 stores, all operating in the Netherlands. Also the webshop  ‘’ was launched while all operations were consolidated in a new company; International Bike Group. In December 2013 Timon Rutten stopped as COO at IBG.

Fiets! MD Hendrik Winkelmans said on the acquisition, “We are very much looking forward to continue to build a company where every employee can be proud of. Hans Struijk Bikes has a lot of talented people and together with the people of Fiets! we will form a successful tandem.”

Ownership and shareholdings

Fiets! is a family business founded in 2010 by Hendrik Winkelmans and Catherine van Dijk. After the acquisition of the 15 Dutch stores they still hold a large majority of the shares in the company. Investment fund Vermec is a minority shareholder in Fiets!.

Both chains Hans Struijk and Fiets! carry a wide offering in bicycles consisting of e-bikes, trekking and city bikes as well as road racers and kids bikes. Bike wear and P&A is also part of the shop assortments.


Fiets! claims that its USP is in the attention for the development of its team members and customer satisfaction. Five time voted ‘Best Employer of the Year’ in Belgium – Wouter Torfs – is in the Fiets! Board of Directors. Fiets! wants its success story to continue in the Netherlands together with the team of Hans Struijk Bikes. In recent years this retail chain succeeded in becoming a leading bike retailer in the Netherlands, culminating in winning a Bike Shop of the Year 2014 Award for having the best social media.

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