Van Rysel Unveils First Asian Flagship in Hangzhou

On March 29, Decathlon’s high-end road cycling brand Van Rysel launched its first Asian flagship store in Hangzhou’s Binjiang Baolong City Plaza. Spanning 335 square meters, the store goes beyond traditional retail, integrating sales, service, and community engagement to position itself as a lifestyle hub for cycling enthusiasts.

Unlike conventional product-driven layouts, the store’s design draws heavily on Van Rysel’s aerodynamic expertise and racing heritage. A central steel grid structure, inspired by wind tunnel testing, highlights the brand’s technical foundation, while reflective display surfaces nod to the Louvre-Lens museum’s water-mirror aesthetic, referencing Van Rysel’s connection to the Paris-Roubaix race. Sandstone elements at the service counter further evoke the iconic Roubaix showers, reinforcing the store as an extension of the brand’s narrative.

More than a retail space, the store is designed to deepen consumer engagement. Alongside bike fitting and repair services, it serves as a community hub where cyclists can participate in virtual rides, join club activities, and watch live-streamed global races. By integrating performance and lifestyle, Van Rysel strengthens its positioning that cycling is not just a sport but a way of life.

China’s high-end road cycling market is expanding, driven by rising demand for performance gear and a growing consumer base of women and younger riders. According to the 2024 China Bicycle Industry Report, online sales of premium road bikes surged 240 percent year-on-year, signaling a shift toward professional-grade equipment. Van Rysel’s entry, backed by technical expertise and experience-driven retail, is well aligned with this trend.

By reimagining its store as a multi-functional space that blends brand storytelling, community-building, and immersive retail, Van Rysel leverages “space as a channel” to set itself apart in an increasingly competitive cycling market.