GROFA

For us, the bike is not just a product. It is where we come from. GROFA started in 1980 as a bicycle retailer. That is why we understand the specialist trade not from presentations, but from experience. We know the sales floor, the workshop and the conversations with customers.

The bicycle is part of our DNA. Many people in our team ride themselves. On the road, on gravel, off road or in the bike park. We know products not only from catalogues, but from real riding situations. This perspective also shapes our work as a distributor. We select brands, products and concepts based on whether they perform on the bike, work in the shop and truly resonate with riders.

Because in the end, that is what it is all about. Helping dealers stock strong products and sell them successfully. For us, the bicycle is more than a business.

Parts and accessories are the backbone of a successful bike business. This is where frequency, margin and repeat business are created. Our portfolio brings together brands that deliver in everyday use. In sales, in the workshop and on the ride. From Giro and Look to Park Tool, CamelBak and Finish Line. What sets us apart is not just the brands. It is the relationships behind them. We have been working with partners like Giro and Park Tool for decades. In some cases for nearly 40 years. This continuity builds trust, ensures reliable processes and creates a deep understanding of products and markets.

You can see it in the details. In the way assortments are built, in availability and in the way we support retailers. We know which products move, which conversations work on the shop floor and what customers actually ask for.

Accessories are not an add-on business.They are the key to sustainable revenue. Our ambition is clear: Assortments that sell fast, protect margin and keep customers coming back.

New mobility is changing who walks into the store and why. E-scooters and e-mobility products attract audiences that traditional bike assortments do not always reach. Younger, more urban, often focused on everyday efficiency. That is where the opportunity lies.

We have built this unit differently on purpose. Faster in assortment management, closer to trends, with a clear focus on demand and price structure. Not every product needs to be emotional. It needs to work and sell. Our brands are selected to make entry easy while allowing for scale. Products that are easy to understand, clearly positioned and ready to perform on the shop floor. At the same time, we know that electronics leave no room for inconsistency. Availability, service capability and clean processes are critical. This is what turns first-time buyers into repeat business.

E-mobility does not just extend the assortment. It brings new customers, new use cases and new revenue streams.