Bike brand Diamant is on a roll in the Benelux: ‘Solid German city bikes with huge potential’

In search of a production facility in Europe, Trek bought the Hartmannsdorf factory in Germany in 2003, and in doing so immediately brought the Diamant brand into its own stable. ‘We wanted a production facility in Europe.’ ‘The frames come from the Far East, but the bikes are assembled in Hartmannsdorf. We now build both Trek and Diamant bikes there,’ explains Philippe Vandevelde from Trek Bikes. So why the need for an additional brand, when Trek itself already seems to have everything? ‘We’re not competing with Diamant,’, stresses Vandevelde. ‘It's an addition. Take the Suvea model, for example: I would personally find it very odd if it had a Trek logo on it. It's a different bike, with a different identity.’

His Trek colleague Cor van Leeuwen describes that identity. ‘The Diamant brand is 140 years old. It’s Germany's oldest bike brand. It feels truly East German: solid, chunky, simple, but sturdy. Trek is American, with a sporting background. Diamant comes from the world of city bikes and traditional bikes.’ According to Van Leeuwen, nobody at Trek initially realised how big the difference was. ‘When I first heard this plan, I thought: stick a Trek logo on it and we’re done. Until we got to see Diamant's full story: design philosophy, colours, shapes. It then became clear: this is no Trek."

‘Originally, Diamant was only sold in Germany, Austria and Switzerland,’ says Van Leeuwen. ‘But to grow, our bikes needed to be available in multiple European countries.’ Having previously achieved international success in Switzerland, the company is now targeting the Benelux. ‘We introduced Diamant in the Benelux in March 2025,’ says Vandevelde. ‘Perhaps not the most obvious move in the post-Covid era. There’s still a lot of stock in the market. But overall, Diamant is proving popular. And now we’re shifting up a gear, as we also recently started producing a speed pedelec.’

‘With Diamant, we’re moving into a segment we didn’t have a product for with Trek,’ Vandevelde explains. ‘With our Suvea, the e-SUV bike that’s designed mainly for commuting, the sturdy thick tyres ensure a comfortable ride on gravel as well. It’s typically German: a solid, quality bike. They are neither the cheapest nor the lightest, but just really good bikes.’

The Suvea is the real eye-catcher at Diamant. ‘It’s currently our main model,’ Van Leeuwen confirms. ‘That bike has already won three awards in less than a year: the AD test in the Netherlands, a Eurobike Award and a Red Dot Design Award. That says enough about the quality.’ He believes the riding experience is the decisive factor. ‘You feel it immediately: super comfortable, powerful and an all-rounder. It’s not all that sporty, but it’s very comfortable. The best way to sell the bike is with a test ride. A short tour of the village, and most people are sold on it.

Denise from Fietsen Oostvogels confirms that view. ‘They are above all sporty city bikes. More comfort, genuine SUV, fatter tyres. Completely different from a Trek District bike, say. You can easily ride on gravel, and steep climbs are no problem.’

Another interesting point is that the innovative Suvea was co-developed in Harderwijk, in the Netherlands. ‘That’s true,’ confirms Van Leeuwen. ‘The frame isn’t a standard model from China. What also makes it unique is the patented accessory bar. Many e-bikes are sold as a step-through, traditionally the 'ladies’ model'. But there are still customers who want a top tube, purely for aesthetic reasons. The accessory bar turns the step-through into a men's look at a stroke. For 99 euros more, you get the look of a man's bike and a top tube on which you can mount a water bottle holder, bags or a rain jacket, for example.’