"The box of my first Vermont is empty in my office and it will stay there for a long time to come," says Harry Ramsauer. The gravel bike is a milestone for the veteran of the Swiss specialist bike trade.

Together with a group of Swiss bike store owners, he founded the company Swiss Bike Concept, which develops the Von Drais brand bikes, has them produced and markets them in Switzerland. The idea behind it: By allowing specialist dealers to play the entire value chain of a bike themselves, a lot of intermediate trade is eliminated and they can sell the bike with the margin they set themselves. Ride has reported on the launch of the brand.

Bike innovations are usually launched on the market in spring, when many people stock up on new equipment. However, production in Asia stalled, which is why the first model, the aforementioned gravel bike called Vermont, only arrived at dealers in August.

Ramsauer does not know how many of the first 80 gravel bikes have already been sold. A dealer recently told him that they were already completely sold out. "We also have a chat group where we swap bikes with each other if someone needs a size or color that they don't have in the store. There's a lot going on in the chat, which indicates good demand."

 

 

 

 

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Range grows to three models

The strongest indication that dealers are expecting something from the new Swiss brand is the pre-order for 2026. "We are increasing our range to three models," says Ramsauer happily. The gravel bike will then also be available in an aluminum version. There will also be the "Le Mans" touring and everyday bike, a simple but solidly equipped 29er for cycling trips and everyday routes in the village and city.

Ramsauer has sold his business in St. Gallen to his successor, but is still active in the bike industry with various projects. Nevertheless, he is the only member of the group of investors who is no longer in the bike store every day. This means that Ramsauer himself cannot sell the bikes unless he is in the store with his successor, who is also a shareholder of Swiss Bike Concept.

The bike entrepreneurs had to break a self-imposed rule: Originally, only shareholders were supposed to be able to offer the bikes in their stores. In order to expand the distribution network, non-invested dealers are now also allowed to sell them. What remains is the mutual promise to sell the bikes without a discount. This maintains the margin - also because there are no vintage models. There is no annual depreciation with the Von Drais models. "They never become shelf warmers," Ramsauer is certain.

The fact that the costs for managing the brand are kept low also contributes to the good margin. Ramsauer, who takes on most of this work, reveals: "All members of the Board of Directors probably only write up around every third hour, and at a low rate." The AG will not be able to pay dividends in the near future, but that is not its goal. All the work involved in the development and production of the bikes is different: "We pay for this work in full," he emphasizes.

Made in Europe as a goal

However, Swiss Bike Concept had to postpone one resolution until later: manufacturing the bikes in Europe. "A lot is developing, such as the production of carbon frames in Portugal, but it is not yet possible to manufacture entire bikes for our needs in Europe." He emphasizes that he and his partners are continuing to work towards having Von Drais bicycles manufactured in Europe. According to Ramsauer, the Swiss origin of the bikes is already a big bonus for customers in specialist stores. "If it also says 'made in Europe', it will be even better," he is convinced.

If Swiss Bike Concept succeeds in having the bikes manufactured in Europe at a competitive price, there could be another box in Harry Ramsauer's office that he won't want to part with.