a strategy that combines e-commerce and localization

Walking through its digital corridors, you will find bicycles of all kinds and an infinity of spare parts to repair them. Clocks. GPS. Athletic or hiking shoes. Tents for mountain getaways. Gloves, backpacks, cereal bars and other anti-friction creams.

Proud of its 100,000 references, Alltricks has become, since its creation in 2008, an Ali Baba cave for those who practice cycling, running and outdoor sports. A cave that mobilizes 330 employees. And last year it generated a turnover of 170 million euros in volume. A development that is based on years of effort to establish itself on the internet, but not only.

Clicking wasn’t the only way to enter the world of Alltricks ten years ago, as the company opened six stores where customers can discover, view and touch between 3,000 and 5,000 product references, in addition to being able to order all products from site. Six stores that dot the French territory. 🇧🇷 The first store was opened in Yvelines, right next to our offices, from which we ended up separating it says Gary Anssens, founder of Alltricks. Then another five appear in Issy-les-Moulineaux, Lyon, Toulouse, Annemasse and Bouc-Bel-Air.

A physical presence to complete the service offering

With these stores, the company opens its doors to a new type of customer. 🇧🇷 More beginner customers, less specialized in products, who, to buy a first bike, for example, need to try it out and to get advice. So they like to have a place to do maintenance 🇧🇷

For the more experienced ones, the store is an opportunity to offer new services. 🇧🇷 For example, we can offer them postural studies. we make them pedal and We place electrodes on your body to study the best posture to combine comfort and performance. You can adjust the bike for this. “. And for the most expensive bikes, whose price can reach 15,000 euros, the purchase in physics can also be acclaimed, just to guarantee that the investment is worth it.

Finally, each store adapts to local specificities. In Bouc-Bel-Air, for example, the outdoor sports section occupies a more important place than elsewhere. And the company could also open, in other parts of France, capsule stores, focused on a certain type of activity.

But it’s not just stores that Alltricks is growing across France. In Bouc-Bel-Air, the company also set up a second office. A decision resulting both from the will of its employees and from the proposal of its shareholder Decathlon.

A second office in the sun

🇧🇷 At the end of 2019, several employees told us that they would like us to open other offices so that we can be part of the company in the long term while we carry out personal projects such as buying a house or living in a sunnier place “. Concerned with retaining its employees, the company is studying the matter. Close to the sea, with many natural spaces conducive to the practice of sports and relevant from a logistical point of view, the metropolis of Aix-Marseille is identified as a privileged location.

🇧🇷 And in the same period, we approached Decathlon, which became our shareholder “. However, it turns out that the sports giant has a shopping center with services – including childcare – and sports facilities grouped in its Bouc-Bel-Air “village”. does not have a store in the region, intends to do so.

The company’s Provençal branch is thus setting up there, now welcoming 70 employees, of which 6 dedicated to the store. Among them, a third left the Paris office where they previously worked. One-third were recruited locally. And a third comes from the four corners of France, driven by the desire to change their living environment after the existential storm generated by covid-19.

bicycle reconditioning

To continue its development, the company is planning to open new stores. Two in the first half of 2023. Reach fifteen stores in three to five years. Export is also an axis of development. 🇧🇷 We sell products in Spain, Italy, Germany, Belgium and increasingly in Portugal and the UK. This one represented 25 to 30% of our turnover. We aim for 40% in 2024 🇧🇷

A development that also involves an expansion of the Alltricks business following the acquisition in 2020 of Troc Vélo, a leader in the sale of used bicycles.

In addition to managing this second brand, which allows it to segment its offer between new and used bicycles, the company has decided to invest in the recovery of bicycles that are too worn out to be sold in good condition. Bicycles can be shipped in boxes designed specifically for this and made available to sellers by Alltricks or picked up at the store. The company is responsible for appraising them, purchasing them, repairing them, and then reselling them. At the same time, raising awareness of the importance of keeping your bicycle in good condition, both for ecological and economic reasons. Maintenance that can be carried out precisely in your workshops. The lace is perfect.