Freienbach, 12th of April, 2022
From April 12th,2022 onwards, Passion Vélo will strengthen the SEMG branch network.
In a share deal transaction, the previous owners have decided to sell Passion Vélo to SEMG. Passion Vélo was founded in 2009 and developed into one of the largest bicycle retailers in the canton of Neuchâtel.
The two founders of Passion Vélo, Alexandre Rognon and Edouard Ryser, will continue to provide operational support to ensure a seamless integration of Passion Vélo into SEMG. For the time being, Passion Vélo will operate under its own brand. Initial integration efforts will focus on back-end business processes, including ERP and IT systems as well as logistics and procurement processes. The integration of the company into SEMG will lead to a win-win situation for both parties. While Passion Vélo benefits from SEMG’s digitalisation, systems and extensive product portfolio, the latter gains a competent sales force and a brand that is well-known in the region. In addition, Passion Vélo attracts customers from the French-speaking neighbouring regions.
The acquisition of Passion Vélo fits perfectly into SEMG’s growth strategy. The acquisition will further expand the branch network in Western Switzerland and strengthen SEMG’s position as a leading e-bike dealer.