Accell de Fietser

square de fietser

Bicycle manufacturer Accell Nederland saw their online bike sales rise sharply in recent years. But you cannot test-ride a bicycle online. Also in terms of service and warranty, the company saw some good opportunities the Internet is unable to provide. All the more reason to think about a live cycling experience. Commissioned by Accell Nederland, Sandenburg-DST developed and realised De Fietser (The Cyclist). An experience centre where visitors experience, do, try and learn everything about cycling.

De fietser test road
De fietser museum

De Fietser turns interested visitors into buyers.

Wouter Jager, general director Accell Nederland

De Fietser has brand pavilions of Batavus, Koga, Sparta, Van Nicholas, Loekie, Ghost, and many other brands, presented in the style that suits their own brand and fans. In short, that one special bike is on offer for every individual visitor.

In addition, they have a 554 meter indoor test track where you can comfortably try out any bike, even when it is raining or a gale is blowing outside. Its major attraction is its huge selection of bicycles at very competitive prices, delivered through a dealer in your area, of course. In short: a fun day out for the whole family.

koga stand De fietser

In just 18 months we developed a business case with Accell Nederland, and choose the historical ENKA-factory after an extensive location survey. In the same timespan the delipidated building was expertly restored by heritage specialists BOEi, and surrounding visitor infrastructure was realised in cooperation with the council. And over 8,500 square metres of shopping floor was designed and developed.

To Accell Nederland De Fietser plays a pivotal role in marketing and sales. Its floorspace enables dealer days and employee events to be held in-house, rather than rent external accommodation. De Fietser has become the main shared hub for all Accell-brands.

stand De fietser
stand De fietser
museum De fietser

Project team

Carmen Gilhuis

Experience Designer

portret picture Lars de Groot

Lars de Groot

Experience Designer

portret fot Marie-Thérèse Thielen

Marie-Thérèse Thielen

Senior Project Manager

Accell NederlandDe Fietser