Leading European bike operator Accell Group has increased its minority stake in Beeline Bikes to 100%. Beeline Bikes is a mobile bike service company based on a franchise concept that delivers a turn-key sales, service and data collection solution tailored for Independent Bicycle Dealers (IBDs) in North America.
The acquisition is seen to fit Accell Group’s strategy to offer mobile bike services as part of its consumer centric omni-channel model. Financial terms of the transaction were not disclosed.
Five years ago, Beeline Bikes was launched in Silicon Valley. The company aims to deliver a seamless consumer experience from online purchase to the home delivery of ready-to-ride bikes. Accell Group will focus on rapidly growing the Beeline Bikes footprint in North America, which will support existing and future franchise partners as they seek to build dominant businesses in their respective markets.
The acquisition furthers the focus on supporting IBDs to ‘best serve today’s connected consumer by offering a consistent, convenient, and remarkable experience buying and servicing a bike.’
Beeline Bikes will have direct access to the brands and resources of Accell Group’s North American business as it grows its franchise network in the coming years. In addition, the acquisition offers Accell Group the opportunity to bring Beeline Bikes to Europe.
Ton Anbeek, CEO of Accell Group said “To win locally in the North American market our strategy will focus on the needs and wishes of consumers through a true omni-channel approach. We want to empower IBD’s to serve cyclists the way they research and buy today – across multiple channels. We have been partnering with Beeline Bikes for quite a while and have found that their mobile model and technology platform offer highly attractive synergies with the traditional brick and mortar channels.
“Beeline Bikes enables us to offer expansion to our IBD partners; it brings convenience, high-touch service, and an experiential and data-driven solution that rapidly expands our consumer reach while bolstering value to our growing franchise network in North America. This acquisition is a clear case of 1+1=3.”
