Source: Belgian Cycling Factory

The LEVA-EU member that is the parent company behind renowned cycling brands Ridley, Eddy Merckx, and Nukeproof, announced the launch of its newest brand, Aeres, at its annual Partner Days event. The gathering, held at BCF’s headquarters in Beringen, Belgium, marked the most successful edition in the company’s history, attracting over 500 independent bicycle dealers from across Europe.

The introduction of Aeres represents a strategic expansion of BCF’s portfolio into the growing e-mobility sector, offering a fresh identity and innovative product range designed to strengthen the company’s retailer-focused business model.

According to Pieter Potters, Head of Research & Development at Belgian Cycling Factory, the creation of Aeres aligns with BCF’s mission to diversify its offering while maintaining the unique character of its established brands:

“Aeres was created to perfectly complement Ridley, Eddy Merckx and Nukeproof. Each of our brands has a strong identity and distinct position in the market – and Aeres allows us to reach riders we have not spoken to before, while strengthening our overall portfolio. The reception from dealers has been overwhelmingly positive, and we are excited to see Aeres grow alongside our established brands. Our future with Aeres lies in making innovate and sustainable e-bikes that are fun to ride and exceed rider expectation”

The record attendance at this year’s Partner Days highlights BCF’s strong market momentum and the increasing trust retailers place in its multi-brand approach.

CEO Jochim Aerts emphasized the company’s ongoing commitment to supporting its retail partners rather than competing with them directly:

“The message that ‘we will never be your competitor’ is being heard loud and clear by retailers across Europe and the UK with more than ever placing their trust in us as a major supplier. We believe that ‘Every Ride Counts’ and that can be a commute, a downhill race, a gravel ride or a Tour De France stage now with a BCF brand, I am proud to launch www.aeres-bikes.com to riders and retailers.”

The launch also coincided with the debut of Aeres’ official website, which offers an exclusive look at the brand’s urban and touring e-bikes.

About Belgian Cycling Factory

Belgian Cycling Factory is the largest bicycle manufacturer in Belgium and home to the iconic brands Ridley, Eddy Merckx, Nukeproof, and now Aeres. With a focus on innovation, performance and design, BCF continues to build world-class bicycles for riders across all disciplines. BCF is Belgian in its heart and international in its ambition.