Accell Group NV of the Netherlands formally announced how its Accell North America in Kent, WA will coordinate the activities of its Raleigh, Diamondback and LaPierre bicycle brands as well as the operations of Currie Technologies and Seattle Bike Supply in the region.

The new company will allow the collection of stand-alone companies to operate in a collaborative and integrated manner, sharing efficiencies and synergies of the global parent company, the Accell Group NV (AG).

The purpose is to enhance the profitability and value equation Acell offers to its North American IBDs. The independent companies comprising Accell North America include:

  • Raleigh America (Raleigh and Diamondback)
  • Raleigh Canada
  • Seattle Bike Supply (Redline, Torker, XLC)
  • Currie Technologies (iZip)
  • Lapierre North America

Acell Group is Europes leading specialty bicycle supplier. Raleigh Cycles, Ltd., joined its portfolio in April 2012. Since then, the Dutch company invested in the business platform of Raleigh America, which has focused on growing sales through product innovation, offering a multi-brand assortment, enhancing dealer profitability and improving customer service. The next step, according to Jeroen Snijders Blok, COO of Accell Group NV, is to tailor the successful European AG approach for the North American market.

Simulating our success in Europe, Accell North Americas leadership team will work in a highly collaborative manner while retaining and furthering the independence of the brands and companies creating the new platform,” said Snijders Blok. “The result will be a multi-brand opportunity that will yield a more efficient and profitable partnership model coordinating back-end capabilities to enhance benefits to the IBD on the front end. 

While all of the companies and brands comprising Accell North America are well established in North America, the new structure enables Raleigh America’s sales force to collaborate with SBS to offer a complete parts and accessories collection exclusively to dealers. The move brings established dealers greater selection and efficiencies in the buying process while concurrently enabling SBS to have an established outside sales force for the first time.

Management team set

Steve Meineke has been named CEO of Accell North America and Chris Speyer will move from his role as executive vice president of product and marketing for Raleigh America to become the chief operating officer of Accell Group North America. Sharon Robinson will serve as CFO of Accell North America.

A new division has also been established for Lapierre North America, led by Kirk Bauch as the director of sales and marketing and Lorna Schouten as marketing manager.

Greg Blackwell was also announced as the president of SBS in January of this year. Larry Pizzi will continue to serve Currie Technologies as president.

Dave Taylor will lead Raleigh Canadas sales efforts to engage the IBD retailer. George Simone was recently promoted to Raleigh America national sales director.

This is the next era of opportunity for our dealers to unify our combined companies under the powerhouse of Accell North America, said Meineke, CEO of Accell North America. We are actively working to solidify the foundation thats needed to create the next era of a profitable, authentic IBD solution based on multiple, independent brands.

Accell Group will announced more changes and efficiencies  to its IBD partners in the second and third quarters of this year, including:

  • a dealer benefits package that offers rewards support for partnering with Accell North America brands and companies;
  • combined purchasing and sourcing capabilities, which will enhance buying power and on-time delivery of bicycles and parts/accessories;
  • combined, negotiated freight rates-both inbound and outbound-to dealers of all Accell North America companies and brands
  • a shared, and efficient, IT, logistics and warehousing platform
  • business-to-business planning and synergies
  • product development resources and service-center capabilities by Currie Technologies for e-bikes


As a team, Accell North Americas leadership shares an unwaivering commitment toward one shared goal, said Meineke. We exist to bring a next generation profit making retail partnership model for our valued dealers through scaling our proven friendly, flexible and service-driven approach to doing business. We will bring choice, innovation, service and success to our IBD partners with a new, multi-brand partnership model in January 2014.

Details of the new Accell North America will be unveiled to dealers at DealerCamp in July, and to the industry at Interbike in September.