D’Ieteren‘s bicycle division Lucien announces strengthening its position in the Belgian bicycle market by acquiring two renowned bicycle shops – Bike Planet Sport and Bike Planet City – in Malines (Mechelen). In Louvain, there will be a new store at the Diestsestraat 88.
The two stores in Mechelen have built a strong reputation for offering high-quality bicycles and innovative mobility solutions. “By acquiring the two shops in Malines, we’re expanding our presence and connecting Lucien to the Mechelen cycling community,” says Karl Lechat, managing director of Lucien. “It is crucial for Lucien to be part of a community that values cycling so highly.”
Cycling community
The new store in Louvain will focus entirely on mobility and offer a wide range of bicycles, including e-bikes, speed pedelecs, cargo bikes, and longtails.
Two years ago, D’Ieteren founded Lucien through an ongoing take-over series of independent bicycle shops. Last year, the chain realized a turnover of about 20 million euros.
The name is Lucien is a nod to Lucien Van Impe, the last Belgian Tour winner, but also refers to Lucien D’Ieteren (1880-1966), who decided in 1931 to switch from car bodybuilding to assembly and import of the Studebaker and Pierce-Arrow brands, later the brands of the Volkswagen Group.
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