Decathlon considers selling Van Rysel bikes at other retailers

With its premium bicycle brand Van Rysel, Decathlon aims to become the European leader. In addition to its own flagship stores and the bicycle departments within its large Decathlon stores, the company is also considering partnerships with other retailers.

The Seixas effect

After building a reputation for offering highly affordable bicycles to a broad audience, Decathlon has been aiming since 2019 to carve out a niche in the higher-end road bike segment with its premium brand, Van Rysel. The ambitions are high: “We want to become number one in Europe and a major player on the global stage, even though some markets, such as the United States, are very difficult to penetrate,” Pierre Delcour, sales director for the brand in Belgium, told the newspaper La Libre.