Mavic Group invests in urban cycling and aims for 100% European production | 3bikes.fr, your Cycling, Gravel & Triathlon magazine

More than 2 years after its acquisition by Bourrelier Group, Mavic continues its transformation and unveils new projects. Driven by constantly growing revenue and renovated infrastructure, the French cycling equipment manufacturer will offer a new range dedicated to urban cycling in Europe and internationally, leveraging its unique expertise.

Acquired in August 2020 by Bourrelier Group, Mavic Group has restructured to enable this French cycling equipment flagship to regain its yellow and black colors. In 2021, Mavic implemented a commercial recovery plan, while successfully carrying out major projects such as the overhaul of its logistics system, its production tools (notably the Saint-Trivier-sur-Moignans factory), and its BtoB and BtoC websites.

These investments bore fruit in 2021, with a 20% increase in revenue compared to 2020, reaching 56 million euros. They allowed the group to grow from 107 employees at the time of the acquisition to 172 today.

With revenue expected to remain stable in 2022, Mavic has found a solid foundation that now allows it to look further ahead.

An urban range to meet new practices

Mavic has been supporting cyclists for over 130 years, regardless of the discipline. In recent decades, Mavic has naturally gravitated towards sports and competition, areas where its expertise and innovations found their full scope.

The first flagships of this urban orientation are the Mavic Speedcity helmet, combining design and safety, and the Mavic e-Speedcity wheels. The latter, which will benefit from Mavic’s technical expertise and mastery, will be offered to urban retailers to replace users’ wheels with more resistant models adapted to electric bikes.

Ultimately, Mavic will offer a complete range of urban products including Wheels, Footwear, Apparel, and Helmets to meet growing customer demand.

“Cycling as a means of transport is now undergoing a complete transformation with an upgrade in product quality. Users are looking for beautiful products that are both high-performance and reliable. We aim for 5 million euros in revenue next year in this market segment.” Yoann and Jean-Michel Bourrelier, co-presidents of Mavic.

French expertise and 100% European production by 2024

“At a time when we are talking about reindustrialization in Europe, Mavic has a role to play because all of its production tools are already located there, whereas many competitors are still very dependent on Asia. This allows us to ensure fast production and delivery of our products, which have been recognized as benchmarks for decades. But also to control our own ecological impact, since 97% of wheel components are Made in Europe and 80% of the aluminum used is recycled.” Yoann and Jean-Michel Bourrelier.

The first project, the modernization of the Saint-Trivier-sur-Moignans factory, allowed for process improvements leading to significant gains in productivity and reliability.

Mavic also inaugurated a new headquarters in Chavanod. This 8500 m² building, inaugurated in 2022, now brings together all major functions, from finance/accounting to export, including R&D, and allows Mavic to benefit from a strong foothold in France and unique independence in the sector.

Mavic continues to develop its cycling equipment in its facilities in the Annecy urban area. The group has also forged partnerships with European manufacturers capable of meeting the brand’s demanding specifications. Shoes will be manufactured in Italy starting with the 2023 range, and clothing in Portugal, Croatia, and the Czech Republic. By 2024, 100% of Mavic products will be produced on the continent for guaranteed quality and fast product availability.

Conquering new commercial markets

In addition to France and Europe, Mavic intends to continue its commercial development. Mavic already has 50 foreign partners distributing Mavic products in some 65 countries worldwide.

The group has also invested in sales offices located in Great Britain, Germany, and Italy. It can count on a portfolio of new customers in addition to existing ones such as Mondraker, Origine, Decathlon/Rockrider, Moustache, Lapierre, Thömus, KTM, Rose, Simplon…

“Mavic markets its products in Europe but also in Japan, which has many enthusiasts of beautiful equipment and where Mavic’s French industrial expertise is highly recognized. Ultimately, we want to offer our products on American soil. There are many cycling enthusiasts there, but they are also very demanding, so we need to prepare our return carefully.” Jean-Michel and Yoann Bourrelier.