On Sunday, October 6, 2024, our new showroom was officially opened.
In the charming town of Pittem (Belgium), the new Achielle showroom was officially opened on Sunday, October 6th. Visitors from both home and abroad were present to discover the space where Achielle’s beautiful bicycles are showcased in a unique setting. The official opening, attended by Mayor Fraeyman, marks a new milestone for the family business. After a tour of both the showroom and the workshop, we spoke with Tom, Peter, and Jan about the inspiration behind the design and Achielle’s future vision.
How did the idea for a new showroom come about?
Jan: “Our original showroom dates back to when we only made bicycle frames, so it was a very modest space. It had become cluttered over time and was no longer suitable for welcoming customers. We had no proper place to professionally receive people, whether they were customers or suppliers. It was time for a serious upgrade.”
Tom: “We mainly needed a beautiful, representative space where we could proudly display our bicycles. This wasn’t a luxury anymore, but really a necessity.”
What makes this showroom so different from a traditional bicycle showroom?
Peter: “We didn’t want a typical showroom with sleek white walls and a modern look. That simply doesn’t fit Achielle. Retro is often associated with a brown pub, but we wanted something unique. That’s why we chose an art deco style, inspired by the speakeasy bars of the 1920s. The atmosphere—dark colors, golden accents, stately chandeliers—perfectly complements our classic, timeless bicycles.”
How does this showroom reflect the values of Achielle?
Peter: “Achielle doesn’t make pure retro bicycles but modern bikes with a classic look. It’s that combination of modern and classic, hip and stately, that we also wanted to bring into the showroom. Everything had to exude a certain grandeur, without it being over the top. And, of course, there are subtle references to Achielle’s roots, like our grandfather Achiel, who laid the foundation for the brand.”
What did visitors experience during the tour of the showroom and workshop?
Jan: “In the showroom, visitors could admire our models. But what we’re really most proud of is our workshop. There, we showed how, with love and craftsmanship, we turn a simple tube into a complete bicycle. We demonstrated the combination of traditional craftsmanship with modern technology. Visitors got a real behind-the-scenes look and saw how we combine series production with handmade custom work.”
Peter, how was it to design the showroom?
Peter: “It was a dream to carry out this project. I’ve always had a passion for the Roaring Twenties, and this gave me the chance to work with it. It felt a bit like designing my own man-cave! But what I also really appreciated was the collaboration with my wife Evelien. She understood exactly where I wanted to go and gave me the necessary feedback to steer everything in the right direction.
On top of that, it was fantastic to work on this together with my father Jan. He helped me bring the ideas we had to life practically. We’re used to working together on building bicycles, but now we could apply that partnership to something different.”
Jan: “For me, it was an incredible experience to complete such a project from start to finish ourselves. We handled everything with our own team, from putting up new walls and installing a false ceiling to the lighting and painting. We literally placed every board, screw, and lamp ourselves. This not only gave us great satisfaction, but it also reinforces that genuine craftsmanship feeling that we at Achielle are so proud of. It was a nice challenge to do something other than building bikes, but with the same care and attention to detail. The team joined in enthusiastically, which created a great atmosphere.”
How important is it for you to welcome dealers and customers here?
Tom: “Our dealers are crucial to Achielle’s success. They provide service close to the end customer and give us a broader platform. We can now proudly welcome them to this showroom and show them what makes Achielle unique. But it’s also special for Achiellists, our loyal customers, to see where their bike comes from and how it’s handmade.”
Tom, you’ve emphasized that the showroom won’t be used for direct sales. Can you explain that?
Tom: “Absolutely. It’s not our intention to sell directly from the showroom. Our dealers play an essential role in our success. They ensure that customers receive the right service, close to home. By working with dealers, we have a broader platform and can better serve the customer. We remain loyal to that model, so selling directly from our workshop to end customers is not on the agenda.
Our dealers are more than just sales channels; they’re an extension of the Achielle brand and help us provide the kind of service that matches the high quality we strive for.
As a consumer, you can visit our showroom by appointment, configure an Achielle, and then it will be delivered through our dealers.”
What are Achielle’s future plans now that the showroom is open?
Peter: “The bicycle market is currently under pressure; no one can deny that. But we remain grounded. We have a strong range, and although there are no major changes in the works, we continue to listen to our customers and dealers. Our Jean Longtail remains a popular choice, and we will certainly develop new options for that model. We stay true to our West Flemish down-to-earth mentality and continue step by step.”
Closing:
The opening of the showroom is an important step for Achielle, where tradition and innovation come together. The team looks forward to welcoming customers and dealers to this new space in the future and continuing to build the future of Achielle together.