Van Rysel opens its first store and reveals that it wants to be one of the top five cycling brands

Decathlon has stepped on the accelerator in 2024 and after its high-profile announcement of a global strategy change, we are now seeing first-hand what it really means for its brands. The best example is seen in Van Rysel, which is taking giant steps in just a few months and after reaching the World Tour, it has just opened its first own store. They no longer hide their real goal: to be among the top 5 current cycling brands.

Van Rysel opens its first own store in London

In a few months, Decathlon has managed to make its range of Van Rysel bicycles and equipment no longer seen as a mid-range option at a good price and be on par with top brands. The best example is the recently presented Van Rysel RCR Pro Replica, sold out in a few hours. The bicycle with which the Decathlon-AG2R La Mondiale competes has become the first choice for many cyclists who previously only valued the top-of-the-range models of other brands with more experience.

Following that path of quality and specialization, Van Rysel has just taken another step with the opening of its first own store. The first one outside of a Decathlon establishment. It is located in London, in Surrey Quays, and offers the full range of bicycles and equipment from the brand, as well as exclusive products and services that cannot be found in other brand centers.

At its inauguration, the Van Rysel officials revealed that apart from the titles of the Decathlon-AG2R La Mondiale with their bikes or the increase in sales, their real goal is to be among the top five cycling brands in a short time. Something difficult to quantify, but easy to perceive considering that fans who previously left the brand out of their choice now consider Van Rysel among their top priorities.

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This very general goal seems to be part of Decathlon's new positioning strategy and we have heard the same words expressed by the officials of Kiprun, the athletics brand of the French giant. They are following a path parallel to Van Rysel in terms of developing high-quality products and have created an elite team based in Iten, Kenya, home of the best marathon runners in history.

They have not commented on the opening of more stores of this type or even if we could see their bicycles and products in other specialized stores, but seeing the rapid development of Van Rysel in a matter of months, we think that anything is possible.