Decathlon to open two more Van Rysel concept stores

French sports retailer Decathlon is announcing big plans for its premium road bike brand, Van Rysel, adding two concept stores to its current total of one.

Voorkeur voor premium

Van Rysel currently just has the one store, which opened last year in the Decathlon store at London’s Surrey Quays. At Belgian bike fair Velofollies, the sports retailer told Belgian newspaper De Standaard that high demand warrants two more concept stores – one in Brussels and one in the brand’s spiritual home, Lille – the French city whose Flemish name is Rysel.

Premium bikes are gaining in popularity, as consumers are spending more and more money on higher-quality bikes. Belgians in particular like their bikes to be expensive, partly due to the fact that their employer often pays for them. According to sector association Traxxio, Belgians spend an average of 3,900 euros on an electric bike and 1,557 euros on a non-motorised two-wheeler, De Standaard adds.