I guess I'll never know, unless I contact
Decathlon/B'Twin directly. I'm not that bothered actually, just very curious.
They wheels may very well be the weak point on their bikes, (the missus just buckled the rear wheel and it's a pretty bad one. I think I remember checking them when she first had the bike and the wheels were very true) but they do give the visual impression of being well built and aesthetically pleasing and, as I mentioned, very Mavic-esque.
Can't really knock Decathlon for what it is. Plus the fact that they sell a few VAR items and use Var workstands in their stores. VAR make the best bike maintenance stuff, hands down.