Company Visits: JBC & BioRacer (20/03)

On March 20, we visited two companies: JBC, a Belgian fashion retailer, and BioRacer, a specialist in high-performance cycling apparel.

At JBC, we were given a guided tour of their distribution center, where we saw how advanced warehouse management systems help track and sort stock with high efficiency. Their process, from barcode scanning to shipment, is largely automated, which reduces errors and increases speed. In their design department, we learned about their approach to trend forecasting, collection development, and branding. They walked us through the development of their collaboration with Camille Dhont, showing how creative concepts evolve into finished garments.

Later in the afternoon, we visited BioRacer in Tessenderlo, where we were welcomed by Danny Segers. The company designs, tests, and produces professional cycling gear entirely in-house. We toured their design department, Protolab, and warehouse, and learned about their in-house testing process, including aerodynamic and biomechanical evaluations. BioRacer also works with elite athletes to refine products before releasing them. The visit highlighted how innovation, performance, and craftsmanship come together, from digital patterning to technical stitching, to create garments built for real-world endurance.

Contact Information

• JBC HQ: info@jbc.be

• BioRacer contact: Danny Segers – d.segers@bioracer.com