You have probably never heard of Belgium’s largest bicycle manufacturer. Belgian Cycling Factory is not a well-known name among the general public. However, if we describe them as “the manufacturer of Ridley and Eddy Merckx”, bicycle bells do start ringing, especially among real cycling enthusiasts. And in Belgium that surely means everyone? A tour of the assembly line at the headquarters in Beringen shows that this is an innovative, well thought-out assembly process. It also demonstrates the smart and responsive approach of VPK’s corrugated packaging.
This manufacturer used VPK packaging for bikes in the past. However, just as bikes have evolved rapidly in recent years, the packaging needed a sustainable remake as well. Frank Telgenkamp, Engineering Manager of Belgian Cycling Factory, shows us round and outlines his experiences in the search for a new kind of packaging. “We explored the whole market, but we still came back to VPK. Once again the benefits they offer were decisive.” So kudos to VPK, but we think the credit for this should go to the excellent teamwork within Belgian Cycling Factory itself. Frank benefited from the expertise of his colleagues Robbie Gelders and Jens Lyen, who both played important roles in the development of the new packaging.
There was certainly plenty of shiny metal to look at during the tour, and we learned the difference between powder coatings and wet coatings. Efficient, smart design was evident at every step in the assembly process. “We used to follow a stationary model, with each employee assembling a whole bicycle, but now we have an in-line process: each employee has become specialised in one specific step in the process.” said Frank. Detail: the front wheel goes into its cardboard packaging right from the outset. That means the wheel is fully protected through every step in the assembly process and is ready to be neatly placed in the box at the end.
We were introduced to dozens of models, in sizes ranging from XS to XL. A single packing box was needed that could provide suitable protection for all these models. Frank: “That was a basic requirement. In the past there were two boxes – a wider one and a slightly narrower one. That sometimes meant there was too much 'air' in the packaging and the bike was not so well secured in the box, creating a risk of damage.” There were plenty of other challenges too. “In the past we used insulation foam: that is very environmentally damaging in terms of both production and waste. We really couldn’t do that anymore. Logistics, transportation and handling during unpacking ... all these aspects needed to be improved.”
One striking feature is that the branding on the box itself is neat but not particularly flashy. That makes sense, since our target audience is bicycle dealers, so a neutral look is sufficient. It also has an impacton theft: it is not obvious to an outsider that there is an expensive bicycle inside. The phrase “The only way is up” is quite striking. This is a joke from Frank: his way of making it clear which way is up, “after all, life is already so serious.” Cardboard tabs are more than adequate for closure. Nevertheless, two small stickers are still affixed, like a kind of seal. These are not strictly necessary, but they do act as a signal to the bike dealer. If the tape is broken on arrival, they are immediately aware that something is wrong.
The development process took more than six months. Frank: “Yes, we were critical, but we are critical of ourselves too, and the result produced by VPK stands up to scrutiny.” For example? Belgian Cycling Factory wanted its bikes to leave the factory with the handlebars and cables already installed. However, handlebars are wide, so they take up a lot of space in the packaging. Frank shows us how Belgian Cycling Factory developed a technical innovation to rotate the handlebars and partly fold them under the frame without damaging the cabling that was already installed. Then VPK found a way to pack it all in a super-compact way that wasproperly secured in the box to avoid damage and expensive product returns.
Even at the intake meeting to start the development process, the focus was on sustainability. That meant a lot more than just recycling the cardboard packaging. Frank explains: “It begins at delivery. A truck used to arrive here loaded with cardboard; now it comes one pallet at a time. That means we don’t need as much space for storage, so we have more room for other things. And how about this: there is not a single staple in the box. The result is clean waste with no metal contamination, and the paintwork is also not at risk of scratching by the staples. Instead of the foam we used before, there is now one sturdy outer box containing boxes that hold smaller parts while at the same time protecting and securing the bike. That’s smart.”
“We were pleasantly surprised by VPK in so many ways. Very briefly, I would say their main strength is the way they work alongside us to think throughthe details.”
What about the future? Will new developments like e-racebikes have an impact on the boxes? It will be interesting to see the upcoming innovations in both bikes and their packaging...
Looking for a customised packaging solution?
