We take pride in introducing the Villette 2024 Collection. This new collection reflects subtle urban influences and presents bicycles in stunning new colors. Every Villette ride remains a unique journey where innovation and elegance converge. Discover new horizons and experience the ultimate cycling excellence.
Villette is a Dutch bicycle brand manufactured in Italy under the umbrella of the Alete Group. The Alete Group serves as the overarching manufacturer for various factories, including Denver, Cycli Esperia, and Sum Solutions. The Denver factory, in particular, specializes in producing the Villette brand. Bike Service Nederland, the owner of the Villette brand, maintains a very close collaboration with this factory.
Villette bicycles stand out for their modern design, highly affordable price levels, advanced technology, and rapid availability, especially online. The modern design reflects contemporary aesthetics, while affordability ensures accessibility for a wide audience. The focus on advanced technology highlights the innovative aspects of Villette bicycles, and the fast online availability underscores the commitment to consumer convenience. This combination of features positions Villette as a brand that balances style, innovation, and accessibility in the world of cycling.
Villette bicycles are available through various online channels, providing consumers with easy access to their range. In the Netherlands, Villette bicycles are offered by well-known retailers such as Decathlon, Bol.com, Wehkamp, Fietsdirect, Obelink, Amazon, Mediamarkt, Productpine, and Praxis. This variety of online sales points ensures that potential buyers have different options when purchasing Villette bicycles.
For the Belgian market, Villette's range is available through platforms such as Decathlon, Mediamarkt, Amazon, Molecule, Brico, and Bol.com. German consumers can find Villette bicycles at Decathlon, Kaufland, Media Markt, and Amazon. The diversity of online retailers in different countries reflects the international availability of Villette bicycles.
In addition to collaborations with online marketplaces, Villette also has a strategic partnership with Albert Heijn, among others, where bicycles are often available as part of promotions. This collaboration with a well-known supermarket chain provides consumers with an additional access point to Villette bicycles, and promotions can contribute to increasing awareness and attracting a broader audience. Besides Albert Heijn, there are many other partners utilizing Villette for their assortment or promotions.
The prices of Villette bicycles are exceptionally competitive, making electric bikes accessible to a wide audience. This price competitiveness is primarily enabled by the economies of scale derived from the factory's production. The combined production capacity of approximately 1.5 million bicycles per year from the three factories of the ALETE group contributes to cost efficiency, allowing Villette to offer competitive prices.
Villette's entry-level models are characterized by their simplicity and functionality, without compromising on quality. These entry-level models make electric bikes accessible to a broad audience. In 2024, Villette will introduce a beautiful new line, filling the mid-range market generously. This is a response to a market trend where consumers are shifting towards slightly higher-end bicycle segments. Of course, the basic products will remain available for those seeking affordable options.
Villette maintains its focus on the sporty city bike segment, where the derailleur bike remains a crucial component. At the same time, space is created for a range with NEXUS gear hubs and bicycles with automatic gear hubs. This diversification in the offering gives Villette the opportunity to meet the diverse needs of cyclists and strengthen its market position.
The producer of Villette bicycles is the ALETE group, based in Italy. This group is relatively new to the market and consists of existing bicycle manufacturers with significant experience in the industry. The ALETE group was founded by Trilantic Europe, a global private equity fund. About three years ago, Trilantic Europe decided to actively participate in the European mobility sector. It is important to note that Trilantic North America and Trilantic Europe are two separate and independent private equity investment advisers.
With three modern manufacturers in their portfolio, the ALETE group has already established a solid foundation. They have decided to further expand their presence in the two- and three-wheeler market in the coming years. This indicates an ambitious pursuit of growth and diversification within the mobility sector. With their experience and background in the bicycle industry, supported by the capital and strategy of Trilantic Europe, the ALETE group seems well-positioned to play a significant role in the evolution of the European mobility market.
Villette's distribution strategy, along with its Denver factory, focuses on skipping as many links as possible in the distribution chain. This results in an efficient and cost-effective organization. Bicycles are shipped directly from the factory to consumers through one hub in the Benelux. Order processing takes place locally, ensuring a fast delivery time. The local office is deliberately kept small to keep costs low, resulting in an ultra-calculated price.
The absence of intermediary links such as importers, wholesalers, and expensive retail square meters translates into a sharp pricing for the consumer. Villette bypasses traditional distribution channels, minimizing costs, and passing these cost savings directly to the consumer. Direct delivery from the factory to the end user is at the core of this approach.
Partners, such as the mentioned online marketplaces, also take a modest margin, contributing to maintaining a highly competitive price level. It is important to note that this approach does not compromise the quality of Villette bicycles. On the contrary, the focus is on efficiently organizing the distribution chain, allowing the benefits of cost-effectiveness to be passed directly to the consumer. Villette thus ensures not only a strong competitive position but also offers high-quality bicycles at an attractive price.
Never out of stock
Villette, together with the factory, adopts the "Never out of Stock" strategy for its inventory management. This means that the Italian factory regularly replenishes the stock in the Netherlands. To ensure the quality of the batteries, the FIFO (First In, First Out) system is used. The management of this warehouse in the Netherlands is in the hands of the factory in Italy. This approach is designed to optimize the quality of deliveries and ensure the reliability of the supply.
Regular replenishments of the stock allow Villette to flexibly respond to market demand and ensure that products are continuously available to customers. The use of the FIFO system for batteries is aimed at ensuring the freshness and reliability of the batteries, using older stocks first. The management of the warehouse in the Netherlands by the Italian factory emphasizes their involvement in the entire logistics chain, contributing to an efficient and high-quality inventory management process.
Service & Warranty
The service for Villette bicycles is provided by the Italian factory itself since the factory is directly responsible for the delivered quality of the bicycles. The Alete Group has entered into a contract with a service organization in the Netherlands, and this collaboration is extremely close and intensive. The reason for this is that the factory, in addition to ensuring the quality of the bicycles, also actively wants to be involved in maintaining a very high level of service and efficient warranty handling. The factory itself guarantees these aspects.
One of the key points in the success of the Alete Group (powered by Trilantic) is the pursuit of a high level of quality, both for the bicycles themselves and for the after-sales process. The principle of "Think Global, Act Local" is highly valued. While the factory operates internationally, it acts at the local level. This approach enables the factory to deliver optimal performance, taking into account local needs and market conditions. Ensuring both product quality and high-quality after-sales service is essential in the business strategy of the Alete Group and contributes to the success of Villette bicycles in the market.
What do Villette bicycles comply with:
In the search for the best manufacturer, Villette carefully considered various factors. In addition to the need for a flexible and professional organization, Villette attaches great importance to ensuring that all bicycles comply with the requirements applicable in Europe. The selected factory guarantees compliance with all relevant European directives.
Villette recognizes that meeting European standards and directives is crucial to ensuring the quality, safety, and conformity of the bicycles. The factory has committed to these standards and ensures that each Villette bicycle model meets the necessary requirements. This commitment to compliance underscores Villette's dedication to delivering high-quality products that meet the standards applicable within the European market.
General Product Safety Directive (GPSD):
The General Product Safety Directive (GPSD) is a European directive aimed at ensuring the safety of consumer products on the European market. It covers various product categories and establishes general safety requirements.
EN ISO 4210 – Cycles. Safety requirements for bicycles:
This standard, EN ISO 4210, specifies safety requirements for bicycles. It contains guidelines and criteria to ensure that bicycles are safe for use, including aspects such as frame strength, brake performance, and overall construction.
EN ISO 8098 Cycles – Safety requirements for bicycles for young children:
This standard, EN ISO 8098, specifically focuses on safety requirements for bicycles designed for young children. It establishes standards to ensure that bicycles for this specific user segment are safe and suitable.
EN ISO 11243 – Cycles – Luggage carriers for bicycles – Requirements and test methods:
This standard, EN ISO 11243, covers luggage carriers for bicycles. It establishes requirements and test methods to ensure that luggage carriers meet certain safety standards.
Toy Safety Directive:
The Toy Safety Directive is a European directive aimed at ensuring the safety of toys on the European market. It establishes specific safety standards for toy products.
This refers to electronic components and systems used in bicycles, such as electric bicycles (e-bikes) or other advanced bicycle equipment.
REACH stands for Registration, Evaluation, Authorization, and Restriction of Chemicals. It is a European regulation aimed at promoting the safe handling of chemicals and protecting human health and the environment.
Lab Testing refers to laboratory tests conducted to ensure the conformity of products with relevant standards and directives. In the case of bicycles, these tests can evaluate the durability, safety, and performance of the bicycles.