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D’Ieteren baptizes its bicycle business Lucien
D’Ieteren will operate its bicycle shops under the name Lucien /D’Ieteren
Belgian’s most prominent car importer, D’Ieteren, is bringing together all its new bicycle businesses under the Lucien brand, the listed company announced on Thursday. Lucien is a nod to Lucien Van Impe, the last Belgian Tour winner. But it also refers to Lucien D’Ieteren (1880-1966), who decided in 1931 to switch from car bodybuilding to
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