Veloretti
Launching a new era of electric mobility
My role
Brand, Strategy, Product, Partnerships, Campaigns, Business Operations & Growth
Period
2020 - 2021
About
Founded in Amsterdam in 2012, Veloretti creates clean, timeless bicycles designed with intention and built to last. With a simple ambition: to make every ride feel like the best part of the day. In 2020, the company was ready to take its biggest step yet: moving beyond traditional city bikes and entering the rapidly growing electric mobility market. The launch of Ivy and Ace, Veloretti’s first electric bikes, marked a fundamental shift for the brand. It wasn't simply the introduction of two new products, but the beginning of a new category, a new audience and a new chapter for Veloretti. Forever Forward.
Momentum
From city bikes to electric mobility. The launch of Ivy and Ace expanded Veloretti’s product offering and repositioned the brand for its next phase of growth.
What I worked on
- Played a key role in Veloretti’s transition from urban bikes to electric mobility. - Held overall oversight across brand, strategy, product, operations and partnerships, ensuring alignment across teams and workstreams. - Translated the new strategic direction into a clear brand positioning, market proposition and launch experience. - Led the launch of Veloretti’s first electric bikes, Ivy and Ace. - Oversaw campaigns and creative productions from concept to execution. - Developed strategic partnerships to support brand growth and market expansion. - Connected stakeholders, teams and disciplines to drive projects forward from initial concept to market launch.
Credits
Veloretti Founder: Ferry Zonder Marketing: Thierry Boeckholtz Creative: Luca Ramaekers Business: Tom Wolters Partners Creative Production: Ambassadors Digital: Numbered Studios Retail: S-p-a-c-e Projects Film & Photography: Noow Collaborations Veloretti x Zara Veloretti x Zara Home Veloretti x HAY
