MANTEL: PEDALLING INTO THE FUTURE OF CYCLING RETAIL
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MANTEL
PEDALLING INTO THE FUTURE OF CYCLING RETAIL
In a retail landscape increasingly defined by speed, convenience and the dominance of digital platforms, Mantel stands out as a rare example of a company that has managed to combine the intimacy of a family-run business with the operational strength of a major market player. Founded in 1938 as a modest local store, the Dutch cycling retailer has grown into one of Europe’s most recognisable names in its field, without ever losing the values that made it successful in the first place. Those values – trust, reliability, and a long-term relationship with customers, remain at the heart of its approach today.
For Chief Financial Officer and Executive Board Member Martijn Willems, those principles form the foundation of every strategic decision. His role extends far beyond finance, encompassing leadership of the company’s supply chain, technology and R&D teamsHuman Resources. Innovation is stimulated in all levels of the organisation and business development has the full focus of the CFO,. This broad remit places him at the centre of Mantel’s evolution, ensuring that the company’s
customer promise is supported by strong operational capabilities, an integrated logistics network and a technological backbone capable of delivering the right product, to the right person, at exactly the right time.
The company’s origins as a familyrun bike shop remain more than a point of heritage; they are embedded in the way Mantel interacts with its customers. Cycling is not a one-off purchase – it is a journey. A city bike, an e-bike or a high-performance racing model is an investment that requires the right guidance at the moment of purchase and a relationship that lasts for years afterwards. From spare parts to accessories, from repairs to upgrades, Mantel sees itself as a partner rather than a mere vendor. That depth of service, Willems believes, is something that many online-only platforms simply cannot replicate, and even fewer can combine with competitive pricing. Mantel backs its quality promise with a lowest price guarantee, ensuring that customers do not have to choose between expertise and value.
While some retailers have committed fully to either online sales or physical retail, Mantel has built its strategy on what Willems calls “unified commerce” – a
seamless experience that blends digital convenience with tangible, in-person engagement. The company operates across three integrated channels: an online platform offering a vast multibrand catalogue, expansive superstores where customers can test-ride bikes in-store alongside expert advisors, and local service points dedicated to maintenance, repairs and technical support. This approach reflects the reality of modern buying habits. Customers often begin their journey online, narrowing down their options from home, before visiting a store to confirm their choice and experience the product in person. Others do the reverse, discovering Mantel in-store before turning to its online platform for accessories and repeat purchases.
This hybrid approach is supported by a finely tuned logistics operation. From its 18,000-square-metre facility, Mantel manages fulfilment for both B2C and B2B customers, with automated systems forecasting demand and maintaining optimal stock levels. The operation is designed to minimise lead times – in many cases, a bike purchased today can
be ridden tomorrow. Assembly is carried out in-house by trained technicians, ensuring that every bike leaves in perfect condition. Willems takes pride in what the team calls the “blue nursery” – the assembly floor where young warehouse employees can build their skills and progress into roles as bike engineers in Mantel’s stores or service points. This integration of fulfilment, assembly and after-sales service means customers receive not just a product, but a complete, ready-to-ride solution.
For Mantel, the physical superstores are more than just points of sale. They are places to create what Willems calls the “wow experience” – an atmosphere where customers feel valued, engaged and inspired. Staff are not salespeople
With 225 years of experience, we are more than just a delivery company: we are the logistics backbone of the Benelux. As the largest postal company in the Netherlands, we connect millions of people and businesses every day. We are a leader in e-commerce logistics with smart, AIdriven operations, circular solutions, and more than 1,000 parcel lockers. In 2024, we processed 3 million parcels on Cyber Monday alone. Already, 28% of our last-mile deliveries are emission-free.
And our services go beyond parcels and letters. Through our @home network, we offer a complete delivery service for items such as bicycles, furniture, and TVs. And thanks to our strong presence in the retail sector, we are always close by. We are proud to be a Platinum EcoVadis member and to work with 32,000 colleagues, including a significant number of people with a distance to the labour market. Together, we combine innovation, sustainability, and social impact to shape the future of logistics.
Want to know more? Scan or go to postnl.nl/business
The sustainable partnership between Bunzl and Mantel www.bunzl.com www.postnl.nl/business
Bunzl and Mantel have enjoyed a successful partnership for over ten years.
Bunzl, a worldwide leading company of packaging materials, operates locally within a 25-kilometer radius of Mantel’s distribution center, ensuring fast delivery, efficiency, and a strong connection between both companies. From customized packaging to box-making machines, Bunzl delivers everything you’d expect in a modern logistics operation.
The cooperation grows bigger every day. Bunzl provides valuable expertise, combining sustainability and operational excellence to support Mantel’s growth in the (near) future.
Bunzl is delighted to announce that the partnership recently has been extended, and they plan to initiate many more solutions for the upcoming packaging challenges.
in the traditional sense; they are cycling specialists whose expertise covers not just the bikes themselves, but the broader trends, innovations and accessories that enhance the riding experience. This depth of knowledge is crucial in differentiating Mantel from both small, single-location shops with limited stock and generalist e-commerce platforms that lack context and specialist guidance. The combination of expertise, choice and service fosters loyalty, with customers returning for everything from a first child’s bike to an advanced e-bike years later.
Technology underpins this unified model. Mantel has developed its own integrated systems for workshop planning, stock management, procurement, fulfilment and customer transactions, connecting online and offline operations in real time. This allows the company to maintain accuracy in orders, track every stage of the customer journey, and ensure that service standards remain consistently high. The in-house nature of this web-based technology gives Mantel control over its data driven processes and the flexibility to adapt quickly to market needs – an advantage over retailers reliant on off-theshelf solutions.
Long-term customer relationships are not just a commercial goal; they are part of Mantel’s identity. Willems points to the way cycling weaves into the rhythms of life: a customer may start with a racing bike, later invest in a cargo bike for family life, then return for a child’s first bike or an upgrade to a more advanced model. Word of mouth, amplified by visible branding on bikes and accessories, plays a significant role in attracting new customers. The company is also investing more heavily in CRM and community-building, aiming to deliver increasingly personalised communication and offers. The vision is to ensure that every customer receives information and opportunities tailored to their preferences and cycling habits, deepening engagement beyond the point of sale.
Looking ahead, Willems outlines several priorities for Mantel’s future growth. One is expanding its private-label offering, giving customers high-quality alternatives that strengthen the company’s independence from suppliers. Another is extending its physical presence beyond the
Netherlands, where it already holds a dominant position, into markets such as Belgium, Germany and, in the near term, Poland – countries where cycling culture is strong and growing. Physical stores in these regions would complement the company’s established online presence, allowing more customers to experience Mantel’s concept firsthand.
There are also plans to leverage Mantel’s logistics expertise as a service for other retailers. The efficiency, speed and accuracy of its fulfilment operations have created opportunities to offer supply chain solutions to third parties, creating an additional revenue stream while capitalising on existing infrastructure. This diversification aligns with the company’s philosophy of scalability without losing sight of the customer-focused values that have driven its success for nearly ninety years.
In a marketplace crowded with competitors, from independent local shops to global e-commerce giants, Mantel’s model is a reminder that sustainable growth comes not from chasing scale at the expense of service, but from finding the right balance between reach and relationships. The company’s history gives it credibility; its operations give it speed and precision; and its people give it soul. For Willems, that combination is not just a competitive advantage – it is the reason customers choose Mantel, and the reason they keep coming back.
www.mantel.com
