The Rebirth Group, owner of bicycle brands including Solex, Gitane, Peugeot Cycles, Cowboy and Angell, is pursuing an increasingly ambitious consolidation strategy in the European bicycle industry. At the same time, the French group is facing mounting financial and legal pressure, including eviction proceedings, unpaid debts and historically substantial losses.
Following Accell Group's Dutch suspension of payments, international subsidiaries are taking control of their own fate. Cycles Lapierre has filed for judicial reorganisation in France, while Accell UK & Ireland (Raleigh) has lodged a notice to appoint administrators.
A lively and dynamic tradeshow is not what you would expect in a gloomy market like France's. Still, that was the case at the Pro-Days event in Paris, which took place only a week after Eurobike. The total market volume in France decreased by 6% in 2025, while revenue was down 4.8% year-on-year. Moreover, this was the third consecutive year of market decline, and there is no outlook for sales improvement. Under those circumstances, you don't expect a dynamic trade fair, yet that was still the case.
The French market has yet to find cause for optimism. In that context, the financial struggles at the O2Feel brand are no surprise. The northern France-based e-bike brand and assembler has been forced to apply for insolvency in self-administration.
The e-bike market share could reach as high as 80% according to past predictions. Since the start of the sales boom more than a decade ago, it was uncertain what market share the e-bike would eventually take of the total bicycle market in Europe. The 80% outlook now seems exaggerated, as the Europe-wide market share remains stuck at just under 40%. What has put a stop to the growth of the e-bike market?
All indicators for the 2025 French market were negative. The total market volume decreased by 6%, while the revenue was down 4.8% year-on-year. The average retail price declined slightly, and the e-bike sales dropped 16%. This contraction comes amid a challenging economic environment but also reflects a more structural shift: the end of the post-Covid catch-up effect and the withdrawal of purchase incentives.
