The Zweirad-Einkaufs-Genossenschaft (ZEG) and AT Zweirad GmbH, the company behind the Velo de Ville brand, have announced a strategic partnership that will make Velo de Ville a new direct supplier for ZEG member retailers from September 1, 2026.
Through the partnership, ZEG dealers will be able to source the complete Velo de Ville bicycle and e-bike range directly from the manufacturer, including the brand’s Custom-Made program. The system allows customers to configure bikes according to their individual preferences, with products manufactured at Velo de Ville’s facility in Altenberge, Germany.
The cooperation is designed to strengthen the role of specialist retailers by enabling them to offer highly personalized products without the need to maintain extensive inventories. Based on professional consultation and configuration at the retail level, Velo de Ville’s Custom-Made concept provides ZEG members with additional opportunities to differentiate themselves in the market.
The partnership is particularly significant as both ZEG and AT Zweirad were founded in 1966, with both companies celebrating their 60th anniversaries in 2026. Beyond the supplier relationship, the two companies plan to collaborate on joint marketing activities, shared appearances, and closer involvement of specialist retailers in Velo de Ville’s product development.
“This partnership is not built for a single season, but for the next decade,” said Rainer Gerdes, Head of Sales and Service at ZEG. “Velo de Ville’s Custom-Made program perfectly matches the expertise of our specialist retailers and gives them the opportunity to offer customers individually configured products.”
Alain Thiemann, Managing Partner of AT Zweirad GmbH, emphasized the importance of the independent bicycle trade: “For 60 years, we have been building bikes for people, not for warehouses.” He added that the company’s business model relies on retailers who listen to customers, provide professional advice, and help configure the right products.
ZEG supports independent bicycle retailers through purchasing, marketing, and retail development services. Velo de Ville manufactures bicycles and e-bikes in Germany and offers several million possible configurations, according to the company, through its Custom-Made system.
Photo: ZEG
