Bernaudeau Cycles

What Bernaudeau Cycles does

Bernaudeau Cycles is a privately held multi-brand bicycle retailer operating five physical stores across the Vendée department in western France, supplemented by an owned e-commerce website and a dedicated used-equipment platform (bernaudeaucycloccasions.fr). Founded in 1996, the company sells new bicycles from premium global brands — Specialized, Trek, Moustache, and O2FEEL — spanning electric, road, gravel/cyclocross, mountain, city/VTC, and children's segments, with bikes priced from approximately €200 for entry-level children's models to over €10,000 for premium electric and carbon road units. The product catalog also includes components (transmission, brakes, wheels, tires), apparel, and accessories.

The business operates with no proprietary technology; revenue is generated through one-time product sales of bicycles and components, professional repair services performed by certified technicians, and a value-added Fit Lab Retül postural analysis service (priced by session, ranging from 45 minutes to 3.5 hours) delivered by a named expert, Romuald. A second-hand vertical extends accessibility via certified pre-owned bikes and equipment. Stores are distributed across Mouilleron-le-Captif (headquarters), Saint-Gilles-Croix-de-Vie, Fontenay-le-Comte, Les Sables d'Olonne, and Les Herbiers, with omnichannel support including home delivery, in-store pickup, and 3x/4x interest-free installment payments via Oney.

The customer base is B2C, segmented across road cyclists, mountain bike enthusiasts, urban and electric bike users, gravel riders, families, and Vendée-region tourists. B2C segmentation is horizontal, with no enterprise or institutional clients. Required regulatory infrastructure includes BICYCODE bicycle marking (mandatory since January 1, 2021 by French law) administered through the APIC partnership, which is integrated into every new-bike sale. The company is privately held with no disclosed institutional investors, no M&A activity, no funding rounds, and no parent company.

Name

Bernaudeau Cycles

Legal name

Bernaudeau Cycles

Website

https://bernaudeaucycles.fr

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

11–50 employees

Short description

Bernaudeau Cycles is a privately held French multi-brand bicycle retailer operating five stores across Vendée plus e-commerce, selling Specialized, Trek, Moustache, and O2FEEL bikes, components, accessories, and repair and bike-fitting services to individual consumers in western France.

Ownership category

akta.pro rank

Product category

Bicycle Retail

akta.pro primary industry

Cycling & Bike Retail (Sales, Service & Accessories) (CRAMABAH)

akta.pro secondary industries

Bike Service, Repair & Maintenance Shops (CRAMAHAH), Bike Fit, Performance & Training Retail/Studios (CRAMAHAI), Used & Refurbished Bike Retail (CRAMAHAK)

Keywords

• Bicycle retail
• Electric bikes
• Cycling equipment
• Bike repair services
• Postural bike fitting

Headquarters

HQ city

Saint-maurice-le-girard

HQ country

France

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Bicycle Sales: Retail sales of new bicycles across multiple brands (Specialized, Trek, Moustache, O2FEEL) covering electric, road, gravel, VTT, city, and children's segments
2. Components and Accessories: Sales of bicycle components (transmission, brakes, wheels, tires) and equipment (helmets, shoes, clothing, lights)
3. Repair Services: Bicycle repair and maintenance services performed by certified technicians
4. Postural Analysis (Fit Lab): Retül fit system for optimizing cyclist position on bike, with sessions ranging from 45 minutes to 3h30
5. Used Equipment: Sales of refurbished used bicycles and equipment through dedicated website bernaudeaucycloccasions.fr

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Bernaudeau Cycles is a multi-store bicycle retailer in Vendée, France selling new bicycles across electric, road, gravel/CX, mountain (VTT), city/VTC, and children's segments from brands such as Specialized, Trek, Moustache, and O2FEEL. The business complements retail sales with cycling components, apparel and accessories, certified repair services, a professional postural fitting service (Fit Lab Retül), mandatory BICYCODE anti-theft marking, and a certified pre-owned bicycle program operated through a dedicated website.

Product overview

Bernaudeau Cycles is a bicycle retail and repair business operating multiple stores in Vendée, France. The company offers a comprehensive portfolio centered on complete bicycles across six main categories: electric bikes, road bikes, gravel/cyclocross bikes, mountain bikes (VTT), city/VTC bikes, and children's bikes. The product offering features major cycling brands including Specialized, Trek, Moustache, and O2FEEL. Beyond bicycles, Bernaudeau Cycles provides components, cycling apparel, and equipment accessories, along with value-added services including a Fit Lab Retül professional fitting service and a certified pre-owned bicycle program. The company also offers mandatory BICYCODE anti-theft marking services for all new bicycles sold.

Differentiator

Problem solved

Functional benefit

Brands

• Fit Lab Retül: Postural study laboratory offering bike fitting services with expert Romuald, providing 45-minute to 3.5-hour sessions to optimize rider position and performance.
• BICYCODE
• Bier'naudeau
• Occasions

Products and services

• Electric Bikes (Vélos Électriques) Pedal-assist electric bicycles from Specialized (Créo, Tero, Vado, Como, Levo, Porto), Trek (Verve+, District+, Allant+, Fuel+, Powerfly+, Rail+, Domane+, Fx+, Fetch+, Marlin+, Checkpoint+), Moustache (Lundi 27, Cargo Lundi 20, Samedi 26/27, Samedi 27 Xroad, Samedi 28, Mardi 27, J., Wide, Game, Trail), and O2FEEL (Ivog, Iswan, Vern, Equo Cargo), sold to retail consumers.
• Road Bikes (Vélos Route) Road bicycles from Specialized (Allez, Roubaix, Aethos, Tarmac, Shiv TT) and Trek (Domane, Madone, Speed Concept), available in aluminum and carbon frame kits, for road cyclists and racers.
• Gravel / CX / Randonneuse Bikes Gravel and cyclocross bicycles from Trek (Checkpoint, Crocket, Boone, Domane, Checkmate, CheckOUT, Nhoma) and Specialized (Roubaix, Diverge, Diverge STR, Crux), including electric gravel options.
• Mountain Bikes (VTT) Mountain bicycles from Trek (Marlin, Procaliber, Supercaliber, Roscoe, Topfuel, Fuel, Farley, Session, Slash) and Specialized (Rockhopper, Chisel, Epic HT, Epic, Epic World Cup, Epic EVO, Stumpjumper, Enduro, P. series), covering cross country, trail, enduro, downhill, and fat bike disciplines.
• City & VTC Bikes City and versatile comfort bicycles from Trek (Dual Sport, FX, Verve, District) and Specialized (Sirrus, Sirrus X) for urban commuting and leisure riding.
• Children's Bikes Bicycles for children from Trek (Wahoo, Precaliber) and Specialized (Riprock, Jett, P. series), including balance bikes and electric options.
• Bicycle Components Replacement parts and components including transmission (groupsets, cranksets, chains, cassettes, derailleurs), braking systems (disc brakes, brake pads, levers), wheels (carbon and aluminum rims), tires and tubes, saddles, pedals, handlebars and accessories.
• Cycling Clothing & Textile Cycling apparel for men, women, and children including jackets, jerseys, bib shorts, socks, shoes, helmets, glasses, gloves, and visibility gear, including Total Énergies team merchandise.
• Cycling Equipment & Accessories Cycling equipment including helmets, shoes, glasses, lighting, pumps, tools, locks, bike computers and mounts, mirrors, bells, bags, fenders, kickstands, bottle cages, hydration systems, trainers, car racks, and child seats.
• Fit Lab Postural Analysis Professional bicycle fitting service using Retül technology performed by expert Romuald, offering sessions from 45 minutes to 3.5 hours to optimize rider position, performance, and comfort.
• Used Bicycle Equipment Certified pre-owned bicycles and equipment including muscular and electric bikes, wheel pairs, complete groupsets, and mechanical parts, all professionally serviced and available at reduced prices.
• BICYCODE Marking Service Unique frame engraving linked to owner information in the national BICYCODE database managed by APIC to combat bicycle theft and enable police recovery, priced at €29.90.
• Bicycle Repair & Maintenance Services Repair and maintenance services for all bicycle brands carried, performed by certified technicians.

Segments7 records

Ideal customer profiles8 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

One partnership is on record.

• BICYCODE / APICcoreOthers · 1 January 2021BICYCODE is a national bicycle identification system managed by APIC (Association pour la Promotion de l'Identification des Cycles). Bernaudeau Cycles provides mandatory BICYCODE marking on all new bicycles (required by French law since January 2021) as an authorized marking operator. The system helps combat theft and facilitates bike recovery by police.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Moustache Bikes: French e-bike specialist brand whose full lineup (Lundi, Samedi, Mardi, Game, Trail) is carried by Bernaudeau. Comparable as a French-rooted electric bike specialist; partial overlap in target customers and channel positioning.

Broad incumbents

• Decathlon: France-headquartered global sporting goods mass retailer with extensive in-house bike brands (B'twin, Rockrider, Triban, Elops) and in-store bike assembly/service. Competes with Bernaudeau on city, MTB, e-bike, and children's categories but at a vastly larger scale and lower price point.
• Go Sport: French sporting-goods retailer carrying bicycles alongside broader sports equipment. Overlaps with Bernaudeau on city, leisure, and entry-level MTB categories at mid-market price points.
• Specialized Concept Stores: Brand-owned flagship retail concept for Specialized, the largest brand in Bernaudeau's catalog. Competes directly for premium road, gravel, MTB, and e-bike customers with full Specialized lineup, Rétül fit, and brand-direct service advantages.
• Intersport: Major international sporting-goods retail chain with significant French presence selling bicycles across entry-to-mid price tiers. Competes with Bernaudeau on price-sensitive segments and family/children's categories.
• Trek Brand Stores: Brand-owned retail network for Trek, the second anchor brand in Bernaudeau's catalog. Competes across road (Domane, Madone), gravel (Checkpoint, Checkmate), MTB, and e-bike with full factory warranty support.

Direct peers

• Alltricks (formerly Probikeshop): Leading French online cycling and triathlon retailer with deep SKU coverage across road, MTB, gravel, e-bike, components, and apparel from the same premium brands Bernaudeau carries. Direct competitor on e-commerce, particularly outside the immediate Vendée catchment.
• Culture Vélo: French independent multi-brand bike retail cooperative/chain. Operates a network of franchise-style bike shops selling Specialized, Trek, Giant, and other premium brands with repair and fitting services — the closest direct comparable to Bernaudeau's business model and brand mix.
• Vélo Station: French independent bike retailer network offering multi-brand sales, repair, and fitting services. Comparable to Bernaudeau as a regional French multi-store bike specialist with similar service-oriented model.

Regional players

• Halfords: UK-based cycle and motoring retailer offering bicycles, e-bikes, components, and in-store repair/fitting services. Similar omnichannel retail-and-service model to Bernaudeau but operates in a different geography (UK), making it a regional rather than direct competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/BernaudeauC
• Facebookfacebook.com/Bernaudeau-Cycles-2009306806055401
• LinkedInlinkedin.com/company/bernaudeau-cycles

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Bernaudeau Cycles