INTERVIEW
own trips. That’s how the Z Adventure range was born, and it remains one of our strongest categories today. The Challenge du Tourmagne perfectly illustrates this philosophy. Zéfal initiated this Gravel challenge after discovering and publishing a late 19th-century manuscript recounting an extraordinary cycling adventure. Inspired by that story, we recreated the original route as a modern gravel adventure, inviting cyclists to experience the same pioneering spirit more than a century later. Looking ahead to 2027, we will continue to expand our
bikepacking range with several important innovations. We will introduce a universal handlebar bag support, designed to fit a wide variety of bikes and provide a more stable mounting solution. We are also launching our largest waterproof dry bag to date, offering greater carrying capacity for longer adventures. Finally, we are particularly proud to introduce a new ultra-lightweight carbon fibre rear rack, manufactured in France.
The UK retail market has faced immense pressure over the last couple of years. How is Zéfal working closely with its UK distribution partners to ensure independent bike dealers (IBDs) maintain healthy margins and reliable stock turnaround? The UK is a key market for Zéfal, and our long-standing partnership with Chicken CycleKit, our exclusive UK distributor, plays a central role in our success. We maintain regular contact with their team and frequently accompany their sales reps on visits to independent bike dealers. These visits are invaluable because they allow us to better understand the specific expectations of British retailers, from product selection and merchandising to stock management and consumer trends. We believe that strong relationships are built on regular dialogue and shared objectives. By working hand in hand with Chicken CycleKit, we can provide better service to UK retailers and ultimately to British cyclists.
Accessories are often an impulse buy or an add-on sale at the till. How are you helping brick-and-mortar retailers merchandise Zéfal products effectively to compete with online giants? While some cycling accessories can certainly be impulse purchases, we believe that many of the products we manufacture involve a much more considered buying process. Whether it’s a bikepacking bag, a floor pump or even a mudguard, cyclists often spend time comparing options and looking for the solution that best fits their bike and riding style.
Whenever we meet consumers at cycling events, we’re
always struck by how much time they dedicate to discussing these products. They ask detailed questions, compare features and want reassurance before making a purchase. This is precisely where specialist bike retailers bring real added value. To help them compete successfully, it is not enough to
provide great products; we also need to ensure they can offer consumers an attractive retail price while maintaining healthy margins. Working closely with our exclusive UK partner, Chicken
CycleKit, we develop targeted promotional programmes across selected product categories. These initiatives enable retailers to remain competitive without sacrificing profitability, while also encouraging stronger in-store product presentation and greater shelf visibility for the Zéfal brand. We believe that expertise, advice and a sustainable retail model remain the best way to create long-term value for cyclists, retailers and brands alike
Sustainability is increasingly driving consumer purchasing decisions. Beyond the lower carbon footprint of local European manufacturing, what steps is Zéfal taking regarding eco-friendly materials and sustainable packaging? Sustainability has become an important part of our long-term strategy. Producing in France already reduces transport emissions and allows us to control our manufacturing processes more closely, but we know that this alone is not enough. Over the past year, we have invested more than €1 million in a geothermal heating system for our factory, reducing our overall carbon emissions by around 12%. We are also working to reduce unnecessary plastic in our packaging, improve product repairability and increase the use of recycled and recyclable materials wherever they meet our performance requirements. Our objective is to make products that last longer, can be
repaired when possible and minimise their environmental impact throughout their life cycle. For us, sustainability is not about marketing claims; it is about continuous improvement backed by measurable actions. ●
38 | September 2026
www.bikebiz.com
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