The Kessels brand refers to Eddy Merckx for many. The cannibal was indeed a customer of this bicycle repair shop from Ostend, more specifically in the period between 1971 and 1978. From 1971 to 1976 in his Molteni period, then for Fiat (1977) and C&A (1978).
It was not the case that all bicycles Merckx rode in the above periods were only made by Kessels, more information about the bicycles Merckx rode can be found in the article The bicycles from Eddy Merckx.
The history of Kessels
Before Main d'Or became Fernand Kessels' house brand, the store was located in Brugge, at 18 Gouden Handstraat, hence the Frenchified name. Around 1935, the sales rights of the brand were taken over by Kessels and from then on sold in the store Oostende.
Later, the sales rights of Alcyon were also purchased and other brands such as Emperal, Alpa, Merita, Vitorial, Silvo, Silver Crown and the main brands Main d'Or and l'Hirondelle were also sold.
Kessels sold all types of bicycles: ladies' bicycles, city bicycles, touring bicycles and racing bicycles throughout Flanders and in Antwerp. There was also a bicycle shop in the Plantin Moretuslei that sold their brand.
The collaboration with Eddy Merckx
The custom-made racing bikes in particular were highly regarded. There were only a few models in the store. It was the custom that you chose a model and the components and a few weeks later you could pick up your bike. The Kessel frame builders found inspiration for the frames at the Italian brands Masi, Pogliaghi, Colnago, …
These frame builders were Vaneenooghe from Ruiselede, Orlans from Gistel and Terryn from Ostend. Kessels was therefore more of a trader who had his frames made by others.
The fact that quality was delivered also came to the attention of Eddy Merckx, which led to a collaboration from 1971. Due to mutual respect, Fernand Kessels managed to conclude a 10-year contract with Eddy to sell his racing bikes with Eddy Merckx decals.
A smart move by Eddy because after his career he opened his own factory, but his brand had already been launched in the meantime.
Sponsoring professional team
In 1966 Kessels started sponsoring a professional team that was given the name Goldor - Main d'Or -L'Hirondelle. This sponsorship lasted until 1969, only the name changed in 1967 and 1968 to Goldor Gerka and in 1969 to Goldor Hertekamp Gerka. The racing bikes the riders rode were of the Main d'Or brand.
The most important riders of this professional team included Willy De Geest and the cyclocrossers Albert Van Damme and Erik De Vlaeminck.
Finally
The bicycle shop in Ostend closed its doors in 1984 and was located in the Torhoutsesteenweg next to the moped shop of Charles Kessels, Fernand's older brother, where Vespas were mainly sold.
Around 1971 the decals and lugs changed into 3 series: series 1: 1971 – 1973, series 2: 1974 – 1976, series 3: 1977 – 1979 (courtesy of Ivan Savelkoul)
Very useful information about Kessels can be found at the following link https://www.flickr.com/groups/kesselsbicycles/
