A second dedicated store for Van Rysel has just opened in Paris.

Published on Thursday, March 26, 2026 at 12:30 and updated at 12:31.

Van Rysel opens a new store in Paris La Défense, at the heart of the Decathlon CNIT. More than just a sales space, the brand deploys its shop-in-shop concept focusing on services and experience. The goal for the Lille brand is to accompany its rise in range and assert its positioning. We met the VR teams during the inauguration.

Van Rysel landed in La Défense with a dedicated store and ambitions beyond the bike aisle.

It was not in France but in the United Kingdom where Van Rysel opened its very first self-owned store (we discussed the topic here). That was in 2024. Since then, others have opened in Brussels, Cologne, or Shanghai. A next location is announced in Zurich.

In France, it was obviously in Lille, at Btwin Village, that the brand opened its very first VR space. Located within the Decathlon at CNIT in La Défense, this new location marks the second opening of its kind in France after Lille.

Because it is not a conventional storefront, but rather a shop-in-shop concept, integrated at the heart of a Decathlon store with its own identity.

On 240 m², the space stands out from the rest of the store, with a dedicated display for the brand’s road and gravel bikes. The goal is to offer an environment consistent with the upscale positioning that Van Rysel has been building for several years.

Premium services to accompany the rise in range.

Among the bikes, Van Rysel emphasizes services. The place includes a workshop presented as “premium,” with more advanced support than in a typical Decathlon store. In addition, there is a postural study offer (costing 255 euros for a complete study).

Nine hires to support the concept.

A coffee corner is also integrated. A desire to transform the store into a living space, not just a point of sale. The space should also serve as a meeting point for local communities, with outings and events organized.

The choice of La Défense is certainly not accidental. The neighborhood attracts an active, urban clientele with high purchasing power and diverse mobility needs. A logical ground to test this type of format. In total, nine people were recruited to operate this space.

Van Rysel, the rising (fast) small brand.

Launched in 2019, Van Rysel remains a young brand. However, right from the start, it displayed high ambitions. “Since 2017, I proposed to the Btwin management to create a new brand,” says Nicolas Pierron, the CEO of Van Rysel.

“In the beginning, I remember, we had a very small office. We worked in start-up mode,” he recalls.

In five years, Van Rysel has established itself in the road bike landscape and has gained a certain reputation among practitioners. On the competition side, the brand claims about thirty victories and a presence at the highest level of professional cycling with the Decathlon CMA CGM team.

“The goal is to sell our products in a beautiful setting.”

Three axes now structure its strategy: developing high-performance products, technical partnerships, and of course, distribution to enhance the go-to-market.

“The goal is to sell our products in a beautiful setting,” summarizes Nicolas. In other words, ensuring that the sales environment aligns with the level of bikes offered.

A real-world test for Decathlon.

Historically positioned on accessibility and volume, the blue and white retailer explores a more specialized, more service-oriented, and more segmented model here. This shift is already visible in other areas, particularly in running (Kiprun) or mountain climbing (Simond).

At a certain range, a simple linear approach is no longer sufficient. It requires advice, time, and a suitable setting. These Van Rysel stores act as a laboratory. The question remains whether this format will find its audience in the long run and whether it will be more widely deployed.