Bicycle manufacturer Derby Cycle
How to handle variety
Derby Cycle is the largest manufacturer of bicycles in Germany and among the largest in Europe. The brand portfolio includes the full spectrum of sportive mountain and racing bikes for enthusiatic amateurs as well as professional athletes as well as trekking, city, offroad and children’s bikes for daily use and travel.
Derby Cycle has escaped the competition on cost and quantity by repositioning itself with its offer of mass customisation. In terms of logistics and production, this means an increase in variety and flexibility of producing bicycles. To fully meet these higher demands which require increased distribution to the point shop and the decoration team, the bicycle manufacturer asked A&K to support and coach the company during the optimisation.
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