At RAIDA bicycle shop, they feel like no other that electric bicycles are on the rise. The company was started 8 years ago, when electric bicycles were more of an exception than the rule. In the meantime, RAIDA opened 13 bicycle shops spread across Flanders .
RAIDA started under the name Cool Electro Cycles. “In the beginning we only sold electric bicycles,” says director Nico Baertsoen. “Because we expanded our range after a few years to include non-electric bicycles, a name change became necessary.
That is why we chose the name RAIDA 2 years ago. You can contact us for all types of bicycles: from cargo bikes and city bikes to sports bikes. But electric bicycles are still our core business, accounting for 80% of our turnover.”
The corona crisis has played a significant role in the success story of the electric bicycle. “When we started RAIDA 8 years ago, customers still had to be convinced to choose an electric bicycle. This became increasingly successful year after year, until sales really exploded during the corona crisis. Everyone then suddenly had time to cycle and got the hang of continuing to do so. But cycling was sometimes difficult and electric bicycles turned out to be the solution.” And the market has continued to evolve since then. “An electric bicycle has now become a mobility solution: it is an alternative to losing time with your car in busy traffic.”
“An electric bicycle has become a mobility solution. It is an alternative to losing time with your car in busy traffic.” – Nico Baertsoen
Option
RAIDA also targets customers who use an electric bicycle for commuting. “For many customers, it used to not be an option to cycle to work: the distance was too far and cycling too difficult, which meant they arrived at work sweaty. An electric bicycle is the solution for them to be able to work by bicycle. It is a moment of relaxation before and after work, users can enjoy quiet paths and roads, and employees are also reimbursed per kilometer. The fact that electric bicycles can increasingly be added to a cafeteria plan also contributes to the popularity of the electric bicycle. ”
In the shops you will not only find the bicycles themselves, but also all possible accessories and accessories, from clothing and helmets to bags and lighting. “We mainly focus on the cycling experience. Sports bikes are also included in our range, but sports cyclists mainly go to our stores in Torhout and Aartrijke, where we have the widest range of sports on offer.”
RAIDA sells around 5,000 bicycles every year. “One fifth of these are speed pedelecs. We also focus heavily on leasing, which accounts for about half of our turnover. Employees receive a bicycle from their employer, which they can purchase after 3 years at a very affordable price. We mainly work with smaller companies and SMEs who then refer their employees exclusively to us. This is a huge success: 90% of those who lease their bicycle from us also buy it after 3 years. The users have gotten the hang of it and they want to take advantage of that affordable rate.” 51 people now work at RAIDA, partly in the stores, but also in technical, administrative or logistics positions. (JM – VOKA)
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