Angell: Marc Simoncini’s start-up retained by BMW to develop mini electric bikes

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The Angell start-up chosen by the BMW group to design mini electric bikes

The most electric brand of the automaker has signed a global agreement for five years with the company of Marc Simoncini, founder of Meetic.

Posted on March 02, 2023 at 8:10 am, modified on March 02, 2023 at 9:56 am

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Marc Simoncini has the habit of saying that Angelll, his brand of high-end connected electric bikes, is his last start-up and that he wants to take his time to find the right economic model. The founder of the Meetic dating site, investor in a multitude of young shoots (Devialet, Winamax, Sensee …), did not really have a choice: COVVI-19 complicated the development of its bike, launched in 2019 , and society is not mystery of its failures.

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She recalled the first Velos Angell put on the market to correct the defects of the batteries, before returning them to their owners. It also takes its time for internationalization, unlike Anglo-Saxon start-ups which raise many more funds and set out to conquer several markets at the same time. “We don’t have the same facility in France to raise capital”, notes the graying hair entrepreneur.

He makes another bet to give an international boost to his brand. Angell was chosen by the BMW group “To support Mini in its electrical strategy”. This is a global agreement for five years. The French company will design and manufacture mini electric bikes, with the manufacturer’s design teams. The reasoning of the latter is simple: since its customers switch to electric and give up the second car for the benefit of the bicycle, why not sell them one with the mini ?

Too bad for purists

On the Angell side, the choice is not easy. “We said to ourselves that we had to get out of the speech and the anti-auto posture that cycling specialists and cyclists often have”, recognizes John Mollanger, Managing Director of Angell. Too bad for purists. To win this contract, the young shoot responded to a call for projects from the German manufacturer, very involved in reflections on urban mobility.

The local manufacturing of Angell cycles, assembled by the SEB group in its Is-sur-Tille (Côte-d’Or) plant, near Dijon, has attracted the BMW group. She is at the heart of Marc Simoncini’s project: “Produce as close as possible to where you sell” and, by the way, “Redo the great country of bicycle it was” at a time when the market explodes. However, he has not really succeeded in it yet.

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Impossible, he said, to find pedals “made in France”, he buys them in Taiwan. Velos Angell also have French brakes. Angell is also engaged in a double strategic turning point: an expansion of its range of bikes and especially its distribution method, which will no longer be based only on online sale. The brand is built a network of thirty-five resellers in Europe, multi-brands and high-end. And, currently, its leaders go around the investors to raise 25 million euros.

Angell: Marc Simoncini’s start-up retained by BMW to develop mini electric bikes

Positioned in the high -end segment, Angell managed to seduce BMW to design the electric bikes of Mini. The French start-up and the German group are engaged in a five-year partnership.

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Nice blow by Angell, the French brand of high -end connected electric bikes. The start-up launched by Marc Simoncini, formerly founder of Meetic, won a call for tenders launched by the BMW group to develop, manufacture and distribute a range of mini electric bikes, brand of the German manufacturer focused on urban mobility. The Angell and BMW contract will spread over a period of five years.

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As part of this partnership, the Tricolore company will rely on the factory of the SEB group in Is-sur-Tille, near Dijon (Côte-d’Or). The first bikes stamped mini should get out of production channels in the winter of 2023/2024. They will be sold online on the Angell site and in the manufacturer’s dealership network Teuton.

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New distribution model

Thanks to this alliance, Angell intends to distinguish itself from competition, represented in particular by Cowboy and Vanmoof. With car manufacturers in search of urban mobility solutions, all these start-ups developing electric bikes and scooters have a card to play, because these soft mobility forms allow automobile players to adapt to the evolution of consumer uses.

That BMW chooses Angell for the design of mini electric bikes is a brand of international recognition. To boost its sales, the latter has also changed its distribution model, initially focused on online sales. The start-up thus collaborates with specialized resellers in France and in several European countries, notably in Italy, Germany and Switzerland. After having sold its first model in 5000 copies, the tricolor brand launched a second last year. These two models are offered at nearly 3000 €.

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