So how exactly did the European market leader in bicycles achieve these goals? Accell Group is the European market leader in the mid- and upper-segments for high-quality bicycles and associated parts and accessories (XLC). Employing over 3,000 people across 18 countries, Accell Group manages a strong portfolio of national and international (sports) brands, each with its own distinctive positioning.
In 2018 the company sold 1.1 million bicycles, realizing a turnover of €1.1 billion and a net profit of €20.3 million. The bicycle brands in the Accell Group stable include Haibike, Winora, Ghost, Lapierre, Babboe, Batavus, Sparta, Koga, Diamondback and Raleigh. They are manufactured in several locations in the Netherlands, Hungary, Turkey and China.
Bicycles, and particularly e-bikes, are increasingly being seen as a key contributor in addressing issues such as urban congestion, hazardous city traffic, rising CO₂ emissions and our desire to live healthier lifestyles. For this reason, the bicycle market represents excellent potential for further worldwide growth.
“Given that we focus on new, clean and safe mobility solutions, we are certainly in the right business in terms of market potential,” agrees Jonas Fehlhaber, Treasurer at Accell Group, “Furthermore, there is a growing trend for large cities to adapt their infrastructures to offer cyclists more space and make them safer.”
Omnichannel approach
Initially, Accell Group was a small holding company with decentralized management. Fehlhaber joined the Group in 2013 as its first treasurer, but his responsibilities soon expanded to encompass cash management, currency risk management and credit insurance. At the same time, the structure of the company changed. Based on a new strategy defined in 2016, the most important change was that the company wanted to shift from a manufacturing-driven approach to a consumer-centric one. In other words, everything must revolve around the consumer.
“In the past our sales channel was mainly defined by the dealers but now, thanks to experience centers and the use of e-commerce, this is changing into an omnichannel approach,” says Fehlhaber. “The dealers still play the most important role, but with more and more functions being provided centrally, the size of the holding has grown substantially. For the past two-and-a-half years we have had a strong supply chain organization, and our finance team, just like the Treasury, has expanded.”