Belgian Cycling Factory (BCF), the parent company of Ridley, Eddy Merckx and Nukeproof, has officially launched its latest brand, Aeres, at its annual Partner Days dealer venue.
Held at BCF’s headquarters in Beringen, the company reported that “Partner Days attracted over 500 independent bicycle dealers from across Europe and the UK, who gathered to preview upcoming models from Ridley, Eddy Merckx, Nukeproof, and now Aeres.”
The launch of Aeres is reported to “mark a significant expansion of BCF’s portfolio, offering a fresh brand identity with products designed to serve the e-mobility market and to strengthen BCF’s retailer proposition.”
Pieter Potters, head of Research & Development at BCF, commented: “Aeres was created to perfectly complement Ridley, Eddy Merckx and Nukeproof. Each of our brands has a strong identity and distinct position in the market, and Aeres allows us to reach riders we have not spoken to before while strengthening our overall portfolio. The reception from dealers has been overwhelmingly positive, and we are excited to see Aeres grow alongside our established brands. Our future with Aeres lies in making innovative and sustainable e-bikes that are fun to ride and exceed rider expectations.”
The attendance numbers at Partner Days “underline BCF’s strong momentum in the market and the growing confidence dealers place in its multi-brand strategy,” the company said in a media release.
CEO Jochim Aerts added, “The message that ‘we will never be your competitor’ is being heard loud and clear by retailers across Europe and the UK, with more than ever placing their trust in us as a major supplier. We believe that ‘Every Ride Counts’ and that can be a commute, a downhill race, a gravel ride or a Tour De France stage. Now with a BCF brand, I am proud to launch www.aeres-bikes.com to riders and retailers.”
Image courtesy Belgian Cycling Factory
