Accell North America and RevelX partnered to develop a new distribution growth strategy and acquire a minority stake in mobile bike shop Beeline Bikes.

Client

Accell North America (ANA) is the North American business entity of Accell Group NV. ANA is a leading manufacturer and reseller of bicycles for commuters, road racers, cross country, downhill mountain bikers and family/recreational riders. Part of its portfolio are well known international brands such as Raleigh and Diamondback.

Challenge

ANA sees many of the traditional bicycle retailers in the US succumb under the pressure of online retail. This poses a threat for ANA’s market position as they are to a great extent reliant on these channels. ANA’s challenge is to develop new inroads in the market whilst creating a superior consumer experience.