dVélos

What dVélos does

dVélos is a privately-held French specialty bicycle retailer founded in 1982 and headquartered in Saint-Alban-Leysse, Auvergne-Rhône-Alpes. The company operates 13 retail locations across the Savoie and Haute-Savoie departments in the French Alps, complemented by a full e-commerce platform (dvelos.com) and a dedicated B2B portal (dvelospro.fr) for corporate fleet purchases and rentals. The company is led by owner/patron Adrien Pastor and operates under the dVélos Groupe umbrella, which includes sub-brands such as Alpes Aventures (La Clusaz and Megève), the Scott Reference Center in Épagny, and the dVélos Trek Archamps store.

The core offering is a multi-brand portfolio of non-electric and electric-assist bicycles spanning road, gravel, mountain (VTT), urban, versatile/all-road, cargo, and children's categories. dVélos is an authorized dealer for premium brands including Trek, Scott, Lapierre, Moustache, Colnago, Pinarello, Polygon, Bergamont, Riese & Müller, Carqon, and Forbidden, with price points ranging from approximately €69 for entry-level children's bikes to €18,499 for top-spec Colnago road bikes. Complementary service revenue streams include workshop repair, postural bike fitting, bike rental, a trade-in buyback program, and a refurbished bike ("Reconditionnés") sales channel. Two flagship concept stores — the Scott Reference Center and Trek Archamps — provide brand-specific depth and exclusive inventory such as anniversary-edition Trek Madone models.

The business model is hybrid multi-channel retail: direct-to-consumer through physical retail with expert consultation, plus e-commerce for longer-distance reach, plus a separate B2B division for enterprise fleet customers. Pricing is per-unit with promotional/clearance discounting (up to 50% off select models), and installment payment options are offered via Alma and PayPal (3x/4x interest-free). There is no proprietary technology platform; the moat is built on dealer relationships, a concentrated regional footprint, hands-on service capabilities, and long-standing local brand recognition in a cycling-rich Alpine catchment. No external funding, M&A activity, or AI capabilities are evidenced in the source material.

Name

dVélos

Legal name

dVélos

Website

https://dvelos.com

Company type

Private

Founded year

1982

Operating status

Operating

Headcount range

11–50 employees

Short description

dVélos is a privately-held French specialty bicycle retailer operating 13 stores across Savoie and Haute-Savoie, plus e-commerce and B2B portals. It sells multi-brand premium bikes (Trek, Scott, Moustache, Lapierre, Colnago, Pinarello) across all categories, with workshop, rental, trade-in, and bike-fitting services.

Ownership category

akta.pro rank

Product category

Bicycle Retail

NAICS

Motorcycle, ATV, and All Other Motor Vehicle Dealers (441227), Recreational Goods Rental (532284)

SIC

Motorcycles, Bicycles & Parts (3751)

akta.pro primary industry

Bike Parts & Components Retail (CRAMAHAB)

akta.pro secondary industries

Bike Service, Repair & Maintenance Shops (CRAMAHAH), Bike Rental, Demo & Tour Operators (Retail-Adjacent) (CRAMAHAJ), Bike Fit, Performance & Training Retail/Studios (CRAMAHAI), Used & Refurbished Bike Retail (CRAMAHAK), Kids’ & Family Bike Retail (Youth, Trailers, Seats) (CRAMAHAG), Cargo & Utility Bike Retail (CRAMAHAF), Bike Apparel, Helmets & Protective Gear Retail (CRAMAHAC)

Keywords

• Bicycle retail
• Electric bikes
• Bike repair services
• Bike rental
• Bike fitting

Headquarters

HQ city

Saint-Alban-Leysse, Auvergne-Rhône-Alpes

HQ country

France

HQ region

Europe

Offices13 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Others

Revenue model

1. New Bicycle Sales: Retail sale of new bicycles across all categories (road, gravel, VTT/mountain, urban, children's, electric) through 13 physical store locations and a dedicated e-commerce website.
2. Reconditioned / Pre-owned Bicycle Sales: Sale of refurbished/second-hand bicycles through a dedicated 'Reconditionnés' section, extending product lifecycle and serving price-conscious segments.
3. Workshop / Repair Services: In-store and atelier repair and maintenance services offered across all store locations, including adjustments, part replacement, and full bike preparations.
4. Bike Rental: Short-term and seasonal bicycle rental services available at store locations, targeting tourists and occasional cyclists in the Alpine region.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

dVélos is a multi-brand bicycle retailer that sells new, electric (VAE), and reconditioned bicycles across road, gravel, mountain (VTT), urban, polyvalent, children's, and cargo categories through 13 physical stores in Savoie and Haute-Savoie and an e-commerce storefront at dvelos.com. The retailer complements product sales with in-house services including bike repair, postural analysis (bike fitting), bike rental, trade-in of used bicycles, and gift vouchers, and operates a separate B2B portal (dvelospro.fr) for corporate and fleet customers.

Product overview

dVélos is an online and physical retail bicycle company operating 11 stores across Savoie and Haute-Savoie in the French Alps. The company sells a comprehensive portfolio of non-electric and electric bicycles across multiple disciplines: road (route), gravel, mountain biking (VTT), urban, versatile/all-road (polyvalent/tout-chemin), and children's bikes. The product offering includes both traditional mechanical bikes and electrically-assisted vehicles (VAE/PAE). dVélos offers complementary services including bike rental, professional repair/workshop services, postural analysis fitting, and trade-in/buyback programs. The company holds SCOTT Reference Center and Trek specialist designations at specific locations, and operates a B2B division (dvelospro.fr) for fleet sales and rental to businesses.

Differentiator

Problem solved

Functional benefit

Brands

• Alpes Aventures: Specialized outdoor adventure stores operated by the dVélos group in La Clusaz and Megève
• dVélos Scott Reference Center
• dVélos Trek Archamps

Products and services

• New Bicycles (Road, Gravel, VTT, Polyvalent, Urban, Children's)

Segments7 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

15 partnerships are on record, tiered core and minor.

• TrekcoreChannel Partner/ Reseller/ DistributorAuthorized Trek dealer. Multiple dedicated Trek store locations (Trek Archamps, Trek Annecy Sillingy). Exclusive anniversary edition offerings (Trek Madone SL 7 50th Anniversary) at select stores. Full Trek range stocked across road, gravel, VTT, urban, and electric categories.
• Moustache BikescoreChannel Partner/ Reseller/ DistributorAuthorized Moustache dealer. French e-bike specialist brand prominently featured on homepage and across electric bike categories. Dedicated Moustache monobrand concept stores (Annecy Mon Vélos Moustache) operated under the dVélos Group.
• LapierrecoreChannel Partner/ Reseller/ DistributorAuthorized Lapierre dealer. French premium bicycle brand stocked across road (Xelius, Pulsium, Sensium), gravel (Crosshill), VTT (Spicy, Prorace, Zesty), and children's categories.
• ScottcoreChannel Partner/ Reseller/ DistributorAuthorized Scott dealer and Scott Reference Center (Épagny). Flagship Scott concept store offering full Scott range including road (Addict, Foil, Plasma), VTT (Spark, Genius, Ransom, Scale), gravel, and children's bikes.
• ColnagominorChannel Partner/ Reseller/ DistributorAuthorized Colnago dealer. Italian prestige road bike brand (V4RS, V5RS, Y1RS) stocked in limited quantities with high price points (up to €18,499).
• PinarellominorChannel Partner/ Reseller/ DistributorAuthorized Pinarello dealer. Italian prestige road bike brand (F series) stocked across 3 models. Prices range €4,500–€8,499.
• PolygonminorChannel Partner/ Reseller/ DistributorAuthorized Polygon dealer. Indonesian bicycle brand stocked across road (Strattos, Helios), gravel, VTT, and children's categories at competitive price points.
• BergamontminorChannel Partner/ Reseller/ DistributorAuthorized Bergamont dealer. German bicycle brand featured in gravel, urban, and cargo categories.
• WilierminorChannel Partner/ Reseller/ DistributorAuthorized Wilier dealer (Italian brand). Road bike brand featured in brand logo section though no current in-stock products visible.
• ForbiddenminorChannel Partner/ Reseller/ DistributorAuthorized Forbidden dealer. Canadian premium mountain bike brand (Druid, Sintesi) stocked in limited quantities at premium price points (€6,079–€7,599).
• GenesisminorChannel Partner/ Reseller/ DistributorAuthorized Genesis dealer. UK-based bicycle brand featured in gravel and children's categories.
• BemoovminorChannel Partner/ Reseller/ DistributorAuthorized Bemoov dealer. Children's bicycle brand stocked across balance bikes, 14", 20", and 24" wheel sizes at competitive prices.
• PUKYminorChannel Partner/ Reseller/ DistributorAuthorized PUKY dealer. German children's bicycle and balance bike brand (Wutsch, LR M) stocked starting at €69.99.
• CarqonminorChannel Partner/ Reseller/ DistributorAuthorized Carqon dealer. Electric cargo bike brand featured in the Cargo/Long Tail electric category.
• Riese & MüllerminorChannel Partner/ Reseller/ DistributorAuthorized Riese & Müller dealer. German premium electric cargo bike brand featured in the Cargo/Long Tail electric category.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Bike24: Pan-European online bicycle and accessories retailer headquartered in Germany. Comparable to dVélos on breadth of premium-brand assortment and parts/accessories coverage, but operates as a pure online specialist rather than a store-based retailer.
• Probikeshop: Major French online bicycle and cycling-accessories retailer (part of Internet Advisor Group). Comparable to dVélos on product breadth and brand portfolio, but pure-play online versus dVélos's hybrid 13-store + e-commerce model.
• Alltricks: French online sporting-goods retailer with a strong cycling category (bikes, parts, accessories, apparel). Direct competitor in the e-commerce channel overlapping with dVélos's online assortment and customer base.
• Culture Vélo: French nationwide multi-brand bicycle retail chain with both physical stores and online sales. Closest direct peer to dVélos: similar multi-brand premium positioning, in-store workshops, and trade-in/rental services, but operating at significantly greater geographic scale.
• Véloland: Cooperative network of independent bicycle retailers in France. Highly comparable to dVélos in multi-brand specialty retail model, dealer partnerships, and workshop services, with overlapping premium-brand assortment.

Others

• Riese & Müller: German premium e-bike and cargo-bike manufacturer. Currently a supplier to dVélos (authorized dealer), but indirectly a competitive force in the premium e-bike and cargo categories where dVélos is investing in retail.

Broad incumbents

• Decathlon: Global mass-market sporting-goods retailer with an extensive bicycle vertical and own-brand bikes. A broad incumbent competitor across all bike categories dVélos serves, with far larger scale and pricing power.

Emerging players

• Canyon: German direct-to-consumer premium bicycle brand. Comparable to dVélos on premium positioning and the categories it participates in (road, gravel, mountain, e-bikes), but competes through DTC distribution, bypassing the specialty dealer channel.
• Specialized: US-headquartered premium bicycle brand with its own concept-store network and strong e-commerce. Overlaps with dVélos on product categories (road, gravel, e-bikes) and the premium consumer; competes both as a brand and via its own retail footprint.

Regional players

• Halfords: UK-based multi-category cycling and motoring retailer with both physical stores and online. Comparable to dVélos as a multi-brand, multi-store cycling retailer with workshop services, but operates primarily in the UK rather than France.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/dvelos-sas

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 dVélos