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Van Rysel, the premium bicycle brand from Decathlon, is entering the German market with a new sales concept. The first Van Rysel shop-in-shop for road and gravel bikes opens in the Decathlon store in Cologne-Marsdorf. The new Van Rysel shop presents a comprehensive selection of around 40 racing bikes, including the latest models such as RCRF, XCR and EDR. In addition to complete bikes, the shop offers a wide range of high-quality cycling equipment, including professional equipment, which is also used by the professional team Decathlon AG2R La Mondiale.
Customers have the opportunity to experience and test the Decathlon brand's entire product range on site. A special focus is placed on personalised advice. Road bike experts will be available for professional consultations and offer bike fitting services to ensure that bikes are optimally customised to customers' individual needs. The team of experts, consisting of seven new employees, will be recognisable by their special Van Rysel team clothing.
Strategic expansion in Germany
The opening of the first Van Rysel shop in Germany emphasises the aim of Decathlon and Van Rysel to present cyclists in Germany with a first-class range. Cologne was deliberately chosen as a strategic location based on the distinctive cycling culture in the region and the established presence of Decathlon.
Maxime Delabre, Chief Marketing & Communication Officer at Van Rysel, emphasises the importance of this step: "The opening of our first shop in Germany - Europe's most dynamic bike market - is a significant step forward for Van Rysel. With Cologne, we are not just opening a shop; we are building a true house of cycling. A place where riders can experience our performance-orientated vision, discover our latest innovations and feel at home in the heart of their community."
Involvement in the cycling community
In order to actively promote the cycling community in the Rhine-Main region, Van Rysel is planning regular community rides in cooperation with the Lemon Cycling Club in and around Cologne. The brand is also underlining its commitment to cycling by sponsoring the traditional "Rund um Köln" race on 18 May 2025 and the ADAC Cyclassics on 17 August 2025.
Realignment of Decathlon
The opening of the Van Rysel brand shop is part of a major reorientation of Decathlon. The sporting goods manufacturer is focusing on a new brand identity and a simplified brand portfolio with nine specialised areas and four expert brands. Within this framework, Van Rysel is positioning itself as an innovative and modern expert brand for road bikes and gravel.
Van Rysel Shop, Cologne - Facts, figures, opening hours
- Surface area: 300 square metres
- Address: Decathlon Cologne Marsdorf, Dürener Straße 458, 50858 Cologne
- product range: Racing bikes, gravel bikes, cycling equipment
- Services: Professional advice, bike fitting
- Opening: 29 April 2025
- Opening hours: Monday to Saturday, 09:00 to 20:00
Marc Strucken
Editor
