Mission statement & Core Values

Mission statement

Shimano Europe Group’s mission is to be an excellent supplier and a valuable partner for all our customers throughout all distribution channels in the European bicycle and fishing tackle industry, to create consumer demand for Shimano & Shimano owned products, and to be the ‘Eyes, ears and mouth’ of the global Team Shimano as representative in Europe. Our mission is:

“To promote health and happiness through the enjoyment of nature and the world around us.”

People know the joy of contacting their hearts to the breathing of nature.
People know the joy of meeting someone to communicate with each other.
That's simply because all people have nature in themselves.
And tools are largely connected with the joy of people.
We at Shimano have been providing attractive products with a focus on cycling and fishing, the most popular outdoor sports.
Wind touching the skin, sunlight streaming through the trees and wave patterns covering the water excite the hearts of people. We are aiming to become a company to create excitements among people.
We will continue to support people to realize their dreams to create new lifestyles to bring them closer to nature and share the joy of life with each other.

Our core values

Team Shimano member Bas van Dooren makes a phonecall with a customer

Team Achievement (One Team Shimano)

Our core value Team Achievement is actually a combination of two other values: Teamwork & Cooperation and Achievement Orientation. Team Achievement relates to motivated people who make high demands upon the work, they formulate challenging goals and work hard to realize them. However they don’t do it on their own, it’s not about the individual achievement: People who show Team Achievement consider the common good above personal goals. They think and work together with others and make an effort to achieve a common objective.
In sports you can see many examples of Team Achievement, think for example about a soccer team. All players are aiming to win the match, they are focused on a positive result and put a lot of effort into that. But they can’t do it on their own, they will only become successful if they work effectively together, if they operate as a team. Also in organizations Team Achievement is essential for success, the word TEAM already shows it: Together Each Achieves More. Or in numbers: 1+1=3

Customer Service Orientation & Value Creation (Valuable partner)

Customer Service Orientation & Value Creation not only relates to external customers but also to internal customers or users. It determines to a large extent the character and quality of interactions in the organization. Accordingly, this value has a deeper impact on the organization that one might at first assume. As an organization we are more often judged on our attitude, that is, on how we provide our services rather than on our actual performance.


In an effective team, the whole is greater than the sum of the parts. For a group of people to work well together, it is important to give them space and to create the preconditions for success. Organizing the environment in such a way that a group of people can perform to the best of their abilities is not a "one-off" action - it demands continual investment on the part of both the manager and the team members. If a manager can "connect" with a group when communicating with them, can listen properly and is sensitive, he is likely to find team leadership easy.

Health & Happiness

"To promote health and happiness through the enjoyment of nature and the world around us" In line with our mission, also our employees need to underline our mission. We do believe Health & Happiness in the working environment is an essential asset. Not only our products are in line with this mission, also our working environment is in line with this core value. Our absenteeism is very low, furthermore we encourage and facilitate bike-commuting. We set challenging goals for our employees in order to support them in their development. Furthermore, we organize diverse challenging activities such as bike rides, sport-clinics to emphasize our mission!

Market knowledge

The main duty of Shimano is to promote, sell, and service our products (and brands) and to work as a communication channel between Japan and Europe in both directions. This means we have to supply product information and all what belongs to it to the market, while at the same time we need to feedback market developments and product requirements towards Japan in order to secure the right developments of Shimano products in the future.

Due to the wide sales territory and the nature of the different markets we do face very different habits, cultures and market-situations that require different products and approaches in order to be successful. We believe that one of the key strengths of our organization and distribution network is the strong local oriented approach and representation of Shimano in all markets. In short, we have the responsibility to be the eyes, ears and mouth of Shimano in Europe, Middle East and Africa!

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Shimano Europe Group

High Tech Campus 92

5656 AE  Eindhoven 

The Netherlands

Phone: +31 (0)341 272 340

Europees hoofdkantoor Shimano naar High Tech Campus in Eindhoven EINDHOVEN - Het Europees hoofdkantoor van Shimano wordt per 1 januari 2017 gevestigd op de High Tech Campus in Eindhoven. Shimano kiest voor de High Tech Campus vanwege de aanwezigheid van veel jong talent en een sterke focus op innovatie. Ook ...
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