Share the post "Business: one year after the takeover by Bourrelier Group, everything is running smoothly for Mavic"
Acquired in July 2020 by Bourrelier Group (formerly Bricorama), cycling equipment manufacturer Mavic, a historical leader in high-performance wheels, rims, and hubs, reports a 20% increase in turnover, with 80% from exports, and unveils its future projects to continue promoting the unique, made-in-France expertise of the yellow and black brand worldwide.
Source: Press Release
A MORE THAN POSITIVE ASSESSMENT ONE YEAR AFTER THE TAKEOVER
On July 21, 2020, the Grenoble Commercial Court ruled in favor of the Bourrelier family group (formerly owner of Bricorama), represented by its two general managers Yoann and Jean-Michel Bourrelier, to relaunch Mavic, one of Europe’s leaders in the aluminum and carbon bicycle wheel segment. The court chose this solid and realistic project from among 14 others, financed by own funds, with the maintenance of the Saint-Triviers-sur-Moignans site, the retention of 107 employees, and a long-term vision for Mavic to regain its leadership.
Mavic is now pleased to announce that the first phases of its recovery plan are bearing fruit. In the first half of 2021, the company recorded 20% growth in its turnover compared to the same half last year.
On the employment front, while the Bourrelier group had committed to retaining 107 jobs, Mavic has strengthened its workforce with the recruitment of 57 employees across the group’s various sites.
“We took over Mavic with a long-term vision for the brand and its teams to regain their technological leadership in bicycle rims, wheels, and hubs. When we look at the results of these intense few months, we can only be delighted with the figures, but above all, to be able to count on a passionate and committed team,” according to Jean-Michel and Yoann Bourrelier, co-presidents of Mavic.
REGAINED INDEPENDENCE FOR PREMIUM PRODUCTS
Formerly owned by the Amer Sports – Salomon group, Mavic, under the impetus of its new owners, aims to regain its independence and its DNA as a family-owned, cutting-edge SME.
To this end, Mavic has recreated independent internal departments – human resources, finance, and IT services – and has new projects including:
- The construction of the new headquarters in Chavanod (including R&D and the industrialization of pre-series and special productions) with relocation planned for the end of 2021,
- The development of an investment plan to modernize the historic factory in Saint-Trivier-sur-Moignans (01),
- The reconstruction of a B2B and B2C website for the second half of 2021
- The implementation of an independent ERP (which Mavic did not possess) and a new IT infrastructure,
- The change of logistics provider to a 100% family-owned French SME, Transport Alainé, fully adapted to Mavic’s needs and which will allow for greater flexibility.
- The establishment and relaunch of foreign subsidiaries (Japan and USA) and European sales offices (GB, ESP, ITA, ALL).While preserving innovation efforts and the new product launch schedule.“All these phases should allow Mavic to regain the agility necessary to offer its customers increasingly high-quality products, entirely manufactured in France with increasingly competitive delivery times. To face international competition, particularly from Asia, we have chosen the historical expertise of our teams and the technologies developed at our various French sites,” explains Jean-Michel Bourrelier.
MADE IN FRANCE FOR HIGH-END EQUIPMENT
Recognized by cyclists for its innovations and premium technical products for over a century (1889), Mavic is a leader in the aluminum and carbon wheel and rim segment in Europe.
Continuing this tradition, Mavic relies on its French sites to develop its ranges of aluminum and carbon rims. For 55 years, the manufacturing of aluminum rims (ISM, Fore aluminum, etc.) has been concentrated at the historic Saint-Trivier-sur-Moignans site. This site is an industrial powerhouse composed of dozens of specialized machines developed by Mavic.
In Annecy, a brand new production line has been relocated to nearly 850 m2. From cutting pre-impregnated carbon fiber parts to finishing the rim and assembling the final wheel, everything is done on-site. The facilities range from carbon storage refrigerators at -18°C to internally designed test and control machines to “torture” prototypes and finished products for validation before market launch.
These component production units have allowed Mavic to refocus on a range of MTB and road wheels, all equipped with hubs developed by the company, including the recent Infinity, which has received a very positive reception from enthusiasts and practitioners.
AND SERVING CHAMPIONS
Mavic is also proud to count on sports ambassadors who allow its products to shine. The equipment manufacturer is present at about thirty competitions per year, both local and international, and has achieved significant successes.
- In MTB, Victor Koretzky particularly distinguished himself with victories at the Super Massi Cup in Barcelona and the XCO World Cup (Mavic Crossmax SL Ultimate wheels) and a 5th place in Tokyo. With the Crossmax XLR, Jérôme Gilloux has 3 victories in 3 rounds of the EWS World Cup and dominates the standings.
- On the road, Victor Lafay (Cofidis) and Dan Martin (Israel Start Up Nation), equipped with Cosmic Ultimate III shoes, claimed two stages of the Giro (8th and 6th stages respectively), while Dorian Godon (AG2R Citroën) won Paris-Camembert.
- In triathlon, Cassandre Beaugrand, equipped with Cosmic Ultimate Tri shoes, won the Dunkerque Grand Prix, and Léonie Periault finished 5th in Tokyo and 2nd at WTCS in Edmonton, and won a bronze medal in Tokyo with the French Triathlon Team alongside Dorian Coninx.
Share the post "Business: one year after the takeover by Bourrelier Group, everything is running smoothly for Mavic"
