“One day, my office was empty,” Patrick begins. “I had just sold my company when a friend asked me to join a local cycling race—they needed a seventh rider.” That moment marked the beginning of what would become Cycleur de Luxe. Patrick was captivated by the cycling community. “Walking back with my bike in hand, I thought: no one has created a sneaker for cycling enthusiasts, the way you see in other sports.” The idea stuck with him, and in 2011 he launched his first sneaker, inspired by historic Flemish cycling shoes, but built on a modern sneaker sole.

From sneakers to full lifestyle
Today, Cycleur de Luxe is sold in around 500 stores across the Benelux. “We started with shoes, but during the pandemic we expanded into a full apparel line,” Patrick explains. “Now, you can dress someone from head to toe.” The collection ranges from sneakers to knitwear and t-shirts, with strong ties to the family’s heritage in the flax and linen industry. “It started as a complement to our footwear but has now become a business in its own right.”

A family business with a creative edge
A few years ago, Patrick’s daughter Elisa also joined the company. “She came home at Christmas, saw me preparing for trade shows, and asked, ‘Can’t I help?’” With a background in marketing and a fashion degree from London, Elisa threw herself into the creative side of the business. “She’s responsible for colors, trends, and brand experience,” Patrick says. “We often debate: I lean toward ‘velocouture,’ while she sometimes wants to move away from cycling in the storytelling. But cycling remains our common thread.”

The power of collaboration
Patrick emphasizes the importance of a strong ecosystem between brands and retailers. “We need each other. Brands rely on retailers, and retailers rely on brands. It’s a two-way street—‘retail is detail,’ as I always say.” Cycleur de Luxe partners with a wide network of retailers, from footwear stores to fashion boutiques, even creating limited editions for exclusive partners. “Distribution is dynamic. You have to ensure your retailers make money, so you grow together.”

Innovation and future growth
With production facilities in Portugal, China, and India, Cycleur de Luxe continues to innovate. “We also develop footwear for other brands, such as State of Art. And we’re working on experience showrooms, for example in Paris. But our focus remains on supporting retailers, not selling directly to consumers.”

Advice for young entrepreneurs
Finally, Patrick shares a key piece of advice: “The future lies in collaboration. You can’t make it alone. Build an ecosystem, find partners, and share risks. That’s how you create opportunities in retail.” His message is clear: “Engage with brands, think together about the consumer, and be willing to share. That’s how you build a sustainable future.”

With his vision and experience, Patrick shows that passion, innovation, and collaboration are the keys to success in fashion. Whether you’re a retailer or a brand, it all comes down to growing together. “In the end, we’re jointly bringing products to market for the consumer. For that, we need each other. It’s an ecosystem.”


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Source: Textilia