ORECA Digital Retail will be managing all of the merchandising of professional cycling team B&B HOTELS – KTM between June 2022 and December 2024.
During these almost three years of partnership, ORECA Digital Retail will be in charge of:
– designing and manufacturing the team’s various merchandising ranges (lifestyle & technical),
– developing a B2C e-shop in French and English, which will open by June 15, 2022, two weeks before the Tour de France
– selling the different ranges on the B2C platform.
Created in 2017, the Morbihan-based team has already taken part in two Tours de France and will compete again in the 2022 edition. Young and charismatic, the “Men In Glaz” are supported by a committed community and the brand itself has a strong identity. These assets make ORECA Digital Retail’s task even more strategic.
“Our collaboration with ORECA will allow us to maintain our relationship with our community, who’s so loyal, while reaching out to a wider public thanks to our partner’s strong expertise, great resources, and significant experience within the field of team sports. Since we’ve established our team, we’ve always put a lot of effort into maintaining a close relationship with our fans. A strong brand reflecting our approach and intentions soon emerged: the Men in Glaz. Our merchandising strategy is one aspect of it. Our community uses our products on a daily basis as they combine cycling with urban lifestyle. Rooted in Brittany, the Men in Glaz brand now looks to new horizons and has a bright future ahead.” B&B HOTELS – KTM Team Manager Jérôme Pineau
“Following on our collaboration with Alpine, the French Rugby Federation, and the Stade Français Paris, we continue to diversify with this new partnership with cycling team B&B HOTELS – KTM, the DNA of which is close to ours. Quest for performance, surpassing oneself, and teamwork are values that both the Men in Glaz and ORECA Digital Retail share.” ORECA Group Vice-President Raphaël de Chaunac
ORECA Digital & Retail has been managing multichannel distribution systems for brands and rights holders for over 10 years. Coming from motorsport, the Group’s distribution branch has now become the French leader and a European reference within the sector, most particularly online through ORECA Store (www.oreca-store.com). This distribution activity has also developed and diversified with white label products in the automotive sector, collaborating with some of VGF Group’s brands, Renault DP World F1 Team, and the FIA. Relying on sport values that make its DNA, the branch’s activity continues to expand, now entering a new development phase and reaching out to different sports.
About B&B HOTELS – KTM:
Created in late 2017, B&B HOTELS – KTM cycling team is based in Brittany where cycling has always been particularly popular for over a century. ‘Glaz’ is the local word for the specific green/blue colour of the sea in Brittany, hence the name of this 24-rider team: “Men in Glaz”. Led by Franck Bonnamour (2021 Tour de France ‘super-combativity award’) and Pierre Rolland (two-time Tour de France stage winner), and managed by former cyclist Jérôme Pineau, the team will enter its third Tour de France this year, hoping for one stage win (or more). Over the last four years, the team has clinched 28 victories. Every season, B&B HOTELS – KTM takes part in classic races and enters the most prestigious stage races so that ‘the Glaz’ shines in national and international championships in Europe and beyond.