For over 140 years, Zéfal has been carrying on a family story based on reliability and innovation. From the Presta valve to bikepacking solutions, the brand continues to interpret the evolution of cycling. Aurélien Brunet tells us about the strategies, the role of specialized stores, and the growth in the Italian market
by Davide L. Bertagna
Zéfal is one of those historic brands that have built their reputation away from the spotlight, through a constant and deeply rooted presence in the accessories market. Born in France in 1880, it is now one of the longest-standing brands in the cycling sector and continues to stand out for an approach based on innovation, reliability, and local production. The company’s slogan, “Innovation Made in France,” summarizes a philosophy that combines research and development, industrial expertise, and a long-term vision. About 60% of the products are actually made in the Jargeau plant, in the Loiret region. Today, the catalog includes a wide range of accessories dedicated to different ways of experiencing cycling: pumps and inflation systems, water bottles and bottle cages, bikepacking and travel bags, mudguards, mirrors, lights, and products for maintenance and repair. The brothers Matthieu and Aurélien Brunet represent the fifth generation leading the company. A family continuity that is also reflected in the daily organization of work and in the ability to develop long-term oriented strategies. In the Jargeau headquarters, in the Loiret department, about a hundred employees work within a single site, which brings together research and development, engineering, and production. The proximity between the different teams encourages discussion, sharing of skills, and direct involvement of employees in company projects. 
The name Zéfal comes from the combination of two terms: Zephyr, the personification of the wind in Greek mythology, and Duralumin, an aluminum alloy used to produce the first pump in 1934. Throughout its long history, the company has changed its name several times, until it took on the name of its main brand in 1998: Zéfal.
The Interview
Aurelien Brunet, managing director Zéfal 
Zéfal was founded in 1880: few brands in the cycling world can boast such a long history. What values have remained unchanged in over 140 years of activity? Innovation has always been part of Zéfal’s DNA. Our history began with one of the most important inventions in the history of cycling: the Presta valve, patented in 1880 by our founder Étienne Sclaverand. That same innovative spirit continues to guide us today. From the beginning, our ambition has been to design reliable products that can concretely improve the cycling experience. Whether it’s a pump, a mudguard, or a bottle cage, our goal is always the same: to eliminate any possible inconvenience during the ride. Being a family company in its fifth generation, we can also rely on a long-term vision. We do not develop products thinking about the next quarter, but with the aim of gaining and maintaining the trust of cyclists for many years. “Innovation Made in France” is your slogan. What does it mean today to still produce in France and what advantages does it offer compared to completely outsourced production? In a market very price-oriented, do you think the cycling consumer still recognizes the value of European production? Today, about 60% of our products are made in France, in our only production plant located near Orléans, where the research and development, engineering, and production teams work side by side. For us, producing in France is not a matter of nostalgia or image. It means continuing to invest in our industrial capabilities to remain competitive and increasingly sustainable. The most recent example is represented by a one million euro investment in geothermal energy, which has allowed us to reduce our overall carbon emissions by 12%. Of course, the market is sensitive to price, just like we are, but we believe that an increasing number of cyclists look beyond the simple purchase cost. People appreciate durable products, with consistent performance and on which they can rely year after year. Often, the most sustainable product is the one that does not need to be replaced. 
How much do the feedback from retailers, professionals, and end users influence the development of your product range? Feedback is absolutely crucial for us. However, being a manufacturer that mainly sells through distributors and specialized retailers, maintaining a direct relationship with the end user is a constant challenge. Our distribution partners and stores are therefore invaluable, because every day they collect the questions, needs, and expectations of users. Their feedback helps us continuously improve our products. At the same time, we believe it is increasingly important to build a direct relationship with cyclists. For this reason, we have strengthened our presence at major public events throughout Europe, where we can meet enthusiasts, observe how our products are used, and directly gather valuable information and suggestions. We are also investing in our digital ecosystem and online community, with the aim of creating more opportunities for dialogue with cyclists. Listening to people who use our products is one of the best ways to innovate, and in the coming years, we intend to multiply these opportunities for interaction. 
In recent years, segments such as gravel and bikepacking have grown significantly. Which disciplines are currently offering the greatest opportunities to Zéfal? And how does the design of an accessory change when targeting different uses and audiences? Long before bikepacking became one of the fastest-growing segments, we had realized that an increasing number of cyclists were looking for something beyond mere performance. They desired adventure, exploration, and travel in complete autonomy. This insight originated within the company. Many people working at Zéfal are passionate cyclists themselves, including our CEO Matthieu Brunet, who was among the first to embrace long distances. Their personal experience has allowed us to understand these new needs long before they became a widespread trend. This approach naturally led us to develop what is now one of our most important product categories: bikepacking bags. Rather than just following a trend, we designed products dedicated to a new way of experiencing cycling that we ourselves were already experiencing. The Challenge du Tourmagne perfectly embodies this philosophy. Zéfal created this gravel challenge after discovering and publishing a manuscript from the late 19th century that told an extraordinary cycling adventure. Inspired by that story, we recreated the original route, turning it into a modern gravel experience, inviting cyclists to relive the same pioneering spirit over a century later. Zéfal is a brand very present in specialized stores. How important is the physical store still in the choice and sale of bike accessories? Specialized retailers continue to play a fundamental role. Accessories may seem like simple products, but choosing the right one often requires specific advice. Compatibility, installation, durability, and usage methods are all aspects in which specialized stores can offer tangible value. Consumers can discover products online, but specialized retailers remain essential partners to explain innovations, demonstrate product functionality, and build a lasting trust relationship with the customer. 
What role does the Italian market play for Zéfal? Italy has always been one of the great European nations of cycling. Interestingly, however, for many years it has also been one of the most complex markets for Zéfal. It is an extremely competitive market, characterized by the presence of important brands and cyclists with very high expectations in terms of performance and design. Establishing oneself requires time, consistency, and solid local relationships. In recent years, however, our presence has grown significantly. A decisive factor has been the close collaboration with Bonin. More than just a distributor, Bonin has become a true strategic partner, helping us strengthen our visibility, expand the network of retailers, and communicate the value of the Zéfal brand to Italian cyclists. The collaboration started in 2018 and became our exclusive partner for Italy in 2022. Since then, our relationship has developed well beyond the traditional agreement between a manufacturer and a distributor. We work closely not only on the sales front but also in brand development, product launches, and strengthening Zéfal’s presence within the Italian cycling community. In 2025, we had the pleasure of welcoming numerous members of the Bonin team to our plant in France, further consolidating the bond between our two companies. Bonin has also recently updated its b2b platform, making it easier to use and enriching it with new content dedicated to retailers. With its support, we are proud to have become partners of Veneto Gravel starting in 2024 and will be the main partner of L’Euganega. These initiatives reflect our shared ambition to grow the Zéfal brand in Italy in the long term. Are there product categories on which you intend to invest more in the near future? Our strategy is not to expand into as many categories as possible. Instead, we want to strengthen our leadership in sectors where users already recognize Zéfal’s experience and expertise. We will continue to invest in hydration systems, mudguards, bags, and products for bike care and maintenance, while also increasing our production capabilities for items made in France. At the same time, sustainability will continue to be a fundamental priority. Not only through reducing the environmental impact of our production processes but also by designing more durable products, easier to repair, and capable of maintaining high performance for many years. For us, innovation means solving real problems for cyclists and making every ride enjoyable.
