Velo-ce S.R.L. acquires iconic Van Nicholas brand from Accell.
January 5, 2026
On 2 November 2026, 46 bicycle retailers from the Netherlands and Belgium travelled with Nieuwsfiets.eu to Velo-ce S.R.L., the in-house production facility in Italy behind Veloe® and Van Nicholas®. The goal of the day was simple: let dealers see with their own eyes how the bikes are built, meet the people behind both brands, and get on a Veloe® themselves.
For many visitors it was a first introduction to both brands. By the end of the day they had seen the welding floor, heard how Veloe and Van Nicholas support their dealers, and ridden the bikes they could soon be selling.
Three stations, three perspectives
To give everyone the full picture without crowding the shop floor, the retailers were split into three groups. Each group rotated through three stations:
- Factory — a guided tour of the production floor.
- Brand story — a brand session on how Veloe® and Van Nicholas® communicate and market their bikes, and what that means for dealers.
- Test rides — time on the saddle of a Veloe®.
The rotation kept groups small and conversations personal, and every dealer left having seen production, brand and product first-hand.
Inside the factory
The current Velo-ce facility is the company’s third home. It started in a small garage, moved to a bigger space, and has now grown into the factory the retailers walked through. The star of the tour was the ABB welding robot, which welds the steel Veloe frames. Seeing frames take shape on the line gave dealers a concrete sense of the precision and consistency behind every Veloe they will sell.
Two brands, one house.
The conversation moved from how the bikes are built to how they are brought to market. Veloe stands for steel frames welded in-house in Italy. Van Nicholas® brings its titanium heritage. Both are produced and supported by the same team at Velo-ce.
The session walked retailers through how both brands communicate and market themselves and how that support reaches the shop floor. For dealers, the message was clear: one partner, two distinct brands and a direct line to the people who make them.
On the saddle.
A factory visit wouldn’t be complete without riding the bikes. At the third station, retailers took a Veloe out for a test ride. After seeing the frames welded and hearing the brand story, they could now feel the result for themselves — the best preparation for explaining a bike to their own customers.
Looking ahead
The visit marks the start of a closer relationship between Velo-ce and the Dutch and Belgian bike trade. Velo-ce thanks Nieuwsfiets.eu for organising the trip and all 46 retailers for making the journey.
About Velo-ce S.R.L
Velo-ce S.R.L. is a high-precision bicycle manufacturer based near Milan (IT) specializing in advanced engineering, premium craftsmanship and production. Operating a state-of-the-art facility equipped for steel fabrication and performance-driven prototyping, the company delivers products that combine technical excellence with long-term durability. Velo-ce S.R.L. is the creator of the Veloe brand, known for versatile, cargo-capable family and utility bikes (www.veloe.eu).
CEO: Stefano Moruzzi – info@velo-ce.eu
Anton Nijhuis – anton@velo-ce.eu (sales & development)
Rembrand Neirinckx – rembrand@velo-ce.eu (marketing & communication)