TAICHUNG, Taiwan (BRAIN) — Belgian Cycling Factory opened an office here that will focus on sourcing, R&D support, and other facets for its four brands.
The opening comes after Belgian Cycling Factory acquired Nukeproof from Frasers Group in February. In addition to the mountain bike brand, Belgian Cycling Factory is the parent of Ridley, Eddy Merckx, and Aeres.
A Belgian Cycling Factory spokesperson said while the brands are mostly absent in the U.S. market, long-term plans include an expansion there.
Christina Hsu is the newly appointed Belgian Cycling Factory general manager in Taiwan.
"I'm proud to lead a dedicated team in Taichung that works closely with our Belgian HQ," she said. "As a passionate cyclist myself, I'm excited to help bring world-class bikes to a wider audience by improving efficiency, increasing value, and supporting innovation across all brands."
In addition to sourcing and R&D, the new facility will handle vendor and order management, quality control, and logistic coordination for its brands. It will also manage direct-shipping and offer sales support for global distributors and regional sales teams with the goal of enhancing lead times, improving communication and optimizing cost efficiency.
"Our acquisition of Nukeproof has elevated our position with both retailers and suppliers," said Jochim Aerts, Belgian Cycling Factory founder and owner. "This step demands a stronger operational base in Asia. We've brought together a highly capable team in Taiwan to support our growth and capitalize on global opportunities."
Belgian Cycling Factory unveils its 2026 lineup — including the relaunch of Nukeproof bikes, parts and accessories — this week at a dealer event in Belgium.
In June, Belgian Cycling Factory announced a lineup of new distribution partners across Europe, the Middle East, the Americas, and Asia. In July, it also restarted its U.K. distribution office to service IBDs there and in Ireland.
