The insolvency of Internetstores GmbH has moved from warning signs to a formal process, commencing on January 1, 2024. The European e-commerce heavyweight behind multiple cycling platforms now faces a grim reckoning, with more than 400 jobs at risk and no reliable buyer in sight.
After a pandemic-era boom, the bicycle industry hit a sharp downturn from mid-2023. Inflation, overstock, and a cooling of demand have combined to squeeze even the largest players.
Shockwaves Through a Digital Cycling Empire
Internetstores GmbH, part of the also-insolvent Signa Sports United Group (SSU), runs some of the most recognized cycling sites in Europe, including Bikester and Probikeshop. The brand portfolio helped shape online cycling retail for a decade.
According to sources close to the process, the creditors’ committee has authorized liquidation measures for core commercial operations. Negotiations continue for the sale of individual platforms, but the path forward is narrow.
- Demand normalization after pandemic highs
- Inflation eroding consumer purchasing power
- Excess inventory tying up cash and margins
- Higher financing costs complicating stock management
A Narrow Escape for Select Platforms
Not every platform is destined to vanish. Probikeshop has secured a buyer after two court-approved offers in Lyon, preserving 28 jobs and keeping a beloved brand alive for its community.
That rescue, however, is modest in scope. As recently as 2021, the business counted 200 to 300 employees, underscoring how steep the contraction has been across operations.
Other sites, including Fahrrad.de, Bikestar, and Brügelmann, could still attract acquirers in the coming weeks. Yet the parent company faces a likely definitive dissolution once insolvency procedures conclude.
“From exuberance to endurance, the cycling market is rediscovering what sustainable growth looks like.”
Jobs on the Line and What Customers Should Know
The human toll is substantial. More than 400 employees face uncertainty over the coming months, with scenarios ranging from redeployment to negotiated exits.
Customers may have questions about orders, returns, and warranties. While case-by-case outcomes vary during insolvency, transparent communication and documented claims are critical.
- Check platform-specific updates for shipping and return timelines.
- Download invoices and warranty details for future reference.
- Use official customer-service channels and keep written records.
- If a platform is sold, expect transitional periods for support systems.
The Crisis Is Industry-Wide
France has felt the strain as well. Companies like Larrun, Reine Bike, and Kiffy have faced closures or deep restructurings, reflecting the breadth of the downturn.
Some leaders have acted decisively. Schwalbe concentrated its tire production in a single facility to reduce complexity and cost. Scott Sports secured a 150 million Swiss franc investment to manage overstock and stabilize operations.
Why the Bubble Burst—and What Comes Next
During the pandemic, demand outpaced supply, prompting aggressive orders and expansion. As life normalized, sell-through slowed, leaving warehouses stacked with high-cost inventory and cash flows under pressure.
The consequence is a new wave of consolidation. Stronger balance sheets, smarter inventory models, and omnichannel agility will define the survivors of 2024.
Strategies for a Stronger Reset
Companies seeking resilience are pivoting to fundamentals. These tactics are already emerging among better-positioned brands.
- Lean inventory and dynamic forecasting to match volatile demand.
- Omnichannel service blending online convenience with local fittings and repairs.
- After-sales revenue from maintenance, upgrades, and financing.
- Supplier alignment to shorten lead times and share risk.
Outlook for 2024
This year will be decisive. Players that adapt rapidly to a post-boom environment can emerge leaner, more focused, and more customer-centric.
But the lessons are unmistakable. The post-Covid bubble has deflated, and the era of easy growth is over. What follows will reward discipline, clarity of purpose, and the courage to restructure before it’s too late.
