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In recent years Mustache Bike has grown so much that it has become the leader in the e-Bike market in France.
The “make cycling fun by putting them on an e-bike” was the main reason why Manuel Antonot and Greg Send They founded Mustache in the French Voges in 2011.
The boom in purchases of pedal-assisted bikes has allowed the company to offset the losses resulting from the spring lockdown, but also to fully understand the importance of supply chain management and product availability.
“The’uncertainty we have experienced in recent months has made it clear that flexibility in all business areas becomes even greater than before”, said co-founder Manuel Antonot. “Managing the supply chain and product availability is critical today.”
The choice of suppliers, made on the basis of reliability and competence, acts as a sounding board for this objective: all e-Bikes are equipped with engines Bosch and, since the beginning of 2011, Hodaka is their supplier for rims and frames.
For MY 2021, Mustache has developed a 1.5cm smaller connection plate to be able to lower the point of gravity and, to provide maximum protection, the battery will be fully integrated into the frame.
In 2011, the year the French company was founded, 1,200 examples of e-bikes were sold and since then the growth has been truly impressive: in 2019 the company recorded a turnover of 62 million and for MY 2021 the distribution will be of 60,000 units.
“Now that we have gained a strong position in our domestic market, future expansion will come from exports”, explains Greg Sand. “Since the beginning, approximately 40% of our production has been made for export. Today our products are shipped to around 20 countries. Our next most important growth market is Germany. We have appointed four agents who are supported by our office in Epinal, France. Although Germany is our target market for 2020, we are also expanding our business in Benelux, Italy, Spain, the United Kingdom and Canada”.
For next year Mustache has expanded the range with entry level models and has focused more on urban bikes.
This for bring every type of customer closer to the use of e-Bikes and support an increasingly active and eco-sustainable micro-mobility policy.
“The characteristic of the Urban e-Bike market is very different from the sports market. The sports cyclist wants to have the latest technologies and for them you need a new collection every year.
Cyclists, I would call them, not avid cyclists, have other preferences: for them availability and continuity are important and this makes annual presentations of new products superfluous.
The availability of spare parts is more important than the latest technology for this category and, therefore, we plan to launch new models every 2-3 years. In the Pre-Covid period the Urban category represented the 30% of our business, now it is already at 50% and we expect it to grow further.
This product segment makes our supply chain much simpler and production, people training, quality control management and finance are also much simplified,” confirmed Greg Sand.
Depending on the type of product, Mustache uses two different production flows, available with different technologies developed internally and, furthermore, the e-Bikes are made in different workstations.
The reason for the choice lies in improve specialization of the assigned staff and the quality of the final product.
The model and policies used by Mustache result winners not only to guarantee high-performance, high-quality products, but also to create new jobs and a pleasant working environment, in which to create real gems!