It was announced today that the Belgian automotive giant D'Ieteren Automotive has acquired the Brussels-based bicycle repair shop Velofixer, which is considered a household name in the capital region.
The automotive importing company, which brings brands such as Volkswagen, Audi, Bentley, Lamborghini, Bugatti and Porsche to Belgians, began the Lucien brand in February 2022.
D’Ieteren Automotive had the goal for the Lucien bicycle chain “to become the favourite retail chain of cyclists in Belgium,” according to a press release from the launch of the new venture.
It appears the company is well on its way to snapping up the bicycle market in Brussels. Since February, the bicycle brand has acquired nine stores across Belgium with the plan to achieve national coverage and a turnover of 100 million euros in five years.
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According to RetailDetail, Lucien is first focusing on markets in Antwerp and Brussels. Earlier this year the brand acquired the Brussels bicycle shop Goodbikes and Antwerp chain iBike.
What started as a mobile repair business in 2011, Velofixer opened a physical location on Avenue Anspach in 2019, immediately becoming a hit with the cycling community as a reputable repair shop. The shop, owned by Amor Mistiaen, received the award for the best Belgian bicycle entrepreneur at the BeBike Awards in 2020.
