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Decathlon Cycle changes name to B'Twin - BikeBiz

Decathlon Cycle changes name to B'Twin

Maybe a lot is lost in the translation? The French sports supermarket giant has 216 stores in France, six in the UK, four in the US and three in China. Decathlon bikes are ridden by the AG2R team.
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Decathlon Cycle is 20 years old.

B'Twin is the name of a Decathlon bike range.

Brand director Dominique Daguillon said:

"For 30 years, we have shared our name with that of the Decathlon stores. The choice of only one name covering two different trades (originator and distributor) contributed to the international development of the company.

"Nevertheless, it appeared important to me to introduce a fresh new name. To make a success of this new challenge, we wan ted to stare close to our history, to change without setting out again to zero and by giving direction to our project.

"What a better marque than B' twin to express our trade of originator of bicycles! Since its creation in 2000, the B' twin bicycle has strongly contributed to the use of the bicycle in the world of leisure and as a means of transport. We want the most people as possible on bikes."

http://www.btwincycle.com/

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