UK retailer Sigma Sports has become the first independent business to stock Van Rysel bikes and equipment.
The announcement marks a significant turn in strategy for the brand. Previously exclusively available via sports supermarket, Decathlon (the parent company of Van Rysel), the announcement follows heavy investment in developing new products and pro team sponsorship.
Sigma Sports is stocking Van Rysel's high-end road products, including the recently-announced RCR-F aero bike and RCR-R all-rounder.
Accessories, including the highly-rated RCR shoes and five-star RCR-F helmet, are also available.
Though the 105 Di2-equipped RCR-R 105 Di2 looks keenly priced at £4,500, the limited premium range reflects Sigma's position as a generally high-end retailer – and plays into Van Rysel's goal to become a "top five global bike brand."
Strategically speaking, ranging Van Rysel bikes alongside halo products from established brands – including Specialized and Cannondale – in one of the UK's top cycling retailers is a stark shift in brand positioning from lining up £10,000 bikes next to inflatable kayaks and archery sets at Decathlon.
Speaking about the partnership, Maxime Delabre, Global Chief Marketing Officer at Van Rysel, said: "We are excited to partner with Sigma Sports as our first other retail partner for the RCR-F, bringing our cutting-edge technology to even more passionate riders."
Sigma Sports' CEO, James McEuen said: "As the leading independent road, gravel and triathlon retailer in the UK, we are delighted to enter this exclusive partnership with Van Rysel.
“We are proud to carefully select only the very best brands and products to offer customers both in-store and online. VAN RYSEL has proven that the best can be affordable. We look forward to helping our customers enjoy this new and exciting product mix.”
Van Rysel bikes are available via Sigma's online store and in-store.
