Ranked 115th in the annual Echos-Champions of Growth list, the Nice-based company Café du Cycliste is one of the most dynamic in France. Let’s focus on the co-founder of the brand, Rémi Clermont, a cycling enthusiast breaking the traditional cycling codes and now dressing bikers worldwide.
*What was your reaction to this news?*
“It’s pleasing, it’s a validation. It means that people like our approach to cycling apparel. Even though my competitive spirit makes me say that we’re ‘only’ 115th, it’s very motivating for the future. We’re on the right track, so we must continue.”
*Where did the idea to create this brand come from?*
“It was when I decided to leave my previous job; I was in cybersecurity, nothing to do with what I do now. The idea came to me somewhat by chance. I’ve always loved cycling because of my father, but cyclist outfits didn’t suit me at all; I felt like I was in a costume. My partner in this project, who is also passionate about cycling, wanted to leave his job, so we took the plunge.”
*Did you expect such success?*
“It’s hard to say, but we could sense there was a demand; I wasn’t alone in sharing this view on cyclists’ aesthetics. Overall, cycling is changing and becoming a lifestyle for many people. Just like skaters, who don’t wait to put on Vans to identify as such; they do that every day. It’s the same with cycling, which is increasingly practiced in major cities. It’s a lifestyle; people define themselves by their job but also by the bicycle, which has become more than just a sport, a true cultural element.”
*Your products are sold in over 80 countries, with 25 resellers worldwide and 2 stores abroad. How do you manage all this?*
“Selling worldwide with the internet is both quite easy but also complicated. Marketing-wise, the promotional side is challenging to set up when selling in many different countries, where you need to speak the language. But the advantage of selling everywhere secures us because we’re not dependent on the political or weather constraints of a single territory.”
*What makes Café du Cycliste’s clothing stand out, according to you?*
“There are three things that differentiate us. First, the quality of our textiles, produced in Europe, using high-end materials rarely used in sports like silk or Merino wool. Second, the aesthetics of our clothing, inspired by the French tradition of ready-to-wear and the environment of the region where we ride. Third, the mentality of the brand, truly geared towards the cycling lifestyle.”
*What are the plans for the future?*
“We’re not going to open other stores this year. We have the one in Nice, which is our home base, one in London, and one in Mallorca. Now we will prioritize structuring the company and the internal systems that ensure customers ordering from abroad are satisfied as quickly as possible, as we achieve 65% of our turnover on the website. Also, in terms of teams and recruitment, we’ll work on better organization to continue growing efficiently.”
*When you look back at the journey over the past 10 years, what do you think?*
“It’s satisfaction, of course, but what I like least about growth is the stress related to responsibilities. At first, you don’t care, you’re having fun, but when I bring a team of 22 people along with me, we have to make less risky decisions. If it doesn’t work out, I’d be very upset if those people lost their jobs. But that’s a necessary phase in progression, and as an athlete, I take it as a challenge.”
Yassine Said Hassane
