DAHON
Former Accell executives on Sparta's demise: "It didn't have to end this way"
In June this year, Accell Group decided to integrate Sparta into Batavus as part of its One Accell strategy. The disappearance of the brand Sparta struck a chord with former leaders of the iconic Dutch bicycle brand. For Mark Kuper, who spent no fewer than 28 years at Accell and served for many years as Sparta's Commercial Director and public face, the decision is bittersweet. "When you see how much energy was invested in this brand, it's a devastating blow."


































