SELANA

What SELANA does

SELANA (legal entity Go Tulip B.V.) is an Amsterdam-based micromobility company that developed the first and only RDW-type-approved electric step (Bijzondere Bromfiets) in the Netherlands, following six years of regulatory development. The flagship SELANA Alpha is a premium e-step built around an aircraft-aluminum frame, LG 576 Wh Lithium-ion battery, 250 W motor with regenerative braking, 10-inch pneumatic tires, integrated GPS tracking, NFC unlocking, gyroscope-based alarm, and full LED lighting with turn signals. The product is sold at €1,900 (Space Black) and €2,100 (Moonlight White) through a D2C Shopify storefront, a national dealer network (La Souris), a dedicated Amsterdam showroom, and B2B enterprise field sales targeting fleet customers.

The business model combines one-time hardware sales with a recurring SELANA Connect subscription (€120/year) that delivers GPS tracking, remote unlock, theft alerts, and gated removable-battery functionality. A 13-SKU accessories catalog (batteries, chargers, locks, helmets, bags, carriers) extends post-purchase wallet share. Customers are individual urban commuters aged 16+ and businesses seeking compliant internal mobility, with named B2B users spanning logistics (DSV), research (TNO), legal (Lean Lawyers), tech (IPKW), healthcare (Nedlab), energy (Enerwise), and retail (Bondi). Go-to-market is supported by the exclusive ANWB insurance partnership (€6/month starting), Loxxo for business fleet insurance, Grenke lease, a roster of SME financing partners, and a content-and-events marketing motion anchored by earned media and industry awards.

Name

SELANA

Legal name

Go Tulip B.V.

Website

https://selana.nl

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

SELANA is an Amsterdam-based micromobility company that manufactures the first and only RDW-type-approved electric step (Bijzondere Bromfiets) in the Netherlands, selling the SELANA Alpha via D2C, a national La Souris dealer network, and B2B fleet sales to urban commuters and enterprise customers.

Ownership category

akta.pro rank

Product category

Electric Scooters

NAICS

Consumer Electronics and Appliances Rental (532210)

SIC

Motorcycles, Bicycles & Parts (3751)

akta.pro primary industry

E-Scooters (Stand-Up) (CRACASAB)

akta.pro secondary industries

E-Mobility Connectivity, Apps & Anti-Theft Tracking (consumer devices/services) (CRACASAM), E-Mobility Safety, Security & Accessories (helmets, locks, lights, mounts) (CRACASAL)

Keywords

• Electric scooters
• Urban micromobility
• Personal electric vehicles
• E-step manufacturing
• Micro mobility solutions

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. E-step Hardware Sales: Primary revenue stream from selling the SELANA Alpha e-step at €1,900 (Space Black) and €2,100 (Moonlight White). One-time hardware purchase includes 2-year warranty and free registration assistance.
2. SELANA Connect Subscription: Annual subscription service at €120 providing GPS tracking, remote unlock, theft alerts, and removable battery functionality via special charger. Recurring revenue from app-enabled services.
3. Accessories: Sales of complementary accessories including batteries (€500), chargers (€110), locks (€80), helmets (€120), phone holders (€35), bags (€30), and e-step carriers (€1,000). One-time purchases that enhance the core product experience.
4. Business Fleet Sales & Leasing: B2B sales of e-step fleets to businesses for warehouse logistics, campus mobility, and employee commuter benefits. Financial partners (Yeaz, Floryn, Qeld, Bridgefund, New10, Qredits) and Grenke lease enable flexible financing. Also ScooterFlex for private lease-to-own.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

SELANA manufactures and sells the SELANA Alpha, the first and only RDW-type-approved electric step (Bijzondere Bromfiets / special moped) in the Netherlands, enabling legal road use without a license or helmet. The core offering combines hardware (the e-step), a companion subscription service (SELANA Connect app for GPS tracking, NFC unlock, and theft alerts), and a curated accessories ecosystem. Distribution targets both individual urban commuters via e-commerce and dealer network, and enterprise fleet customers via dedicated B2B sales.

Product overview

SELANA is a Dutch micromobility company that has developed the SELANA Alpha as its flagship core product — the first and only RDW-type-approved electric step (Bijzondere Bromfiets) in the Netherlands. The product portfolio centres on the SELANA Alpha (Founders Edition) e-step supplemented by a companion software service, SELANA Connect (a subscription app enabling GPS tracking, NFC unlocking, theft alerts, and removable battery management), and an ecosystem of 13+ branded accessories including an extra battery pack, standard and special chargers, a foldable helmet, chain and U-locks, a smartphone holder, waterproof handlebar bags, NFC key cards, a towbar-mounted e-step carrier, an electric tyre pump, a cup holder/hook combo, a bag hook, and replacement inner tubes. The overall offering is a vertically integrated, legally compliant urban micro-mobility solution combining a hardware platform (the e-step), a connected services layer (the app subscription), and a curated accessories catalogue.

Differentiator

Problem solved

Functional benefit

Brands

• SELANA Connect: Smartphone app providing GPS tracking, remote unlock, theft alerts, and removable battery management for the SELANA Alpha e-step

Products and services

• SELANA Alpha (Founders Edition) The flagship RDW-type-approved electric step (Bijzondere Bromfiets) in the Netherlands, with a 250 W motor, 25 km/h top speed, up to 45 km range, LG Lithium-ion 576 Wh battery, aircraft-aluminium frame, integrated NFC locking, IoT display, and dual suspension. Available in Space Black (EUR 1,900) and Moonlight White (EUR 2,100). Includes 2-year warranty and free RDW registration. Targeted at Dutch urban commuters aged 16+ and business fleet operators.
• SELANA Connect Subscription A subscription-based mobile app (EUR 120/year) providing GPS tracking, NFC unlocking, theft alerts, and removable battery management for the SELANA Alpha. Includes a free special charger for off-board battery charging. Available on iOS and Android.
• Extra Batterij (SELANA Connect Subscription Required) Removable replacement/spare battery pack for the SELANA Alpha, offering up to 45 km additional range, weighing 3.56 kg, with 0%-80% charge in 2.5 hours. Requires an active SELANA Connect subscription. Priced at EUR 500.
• Extra Oplader (Charger) Replacement charger for the SELANA Alpha, available in two variants: direct connection (EUR 110) and special charger for off-board battery charging (requires SELANA Connect, EUR 110). Dimensions: 18 x 8 x 3.6 cm, weight: 759 g.

Quantifiable outcome

• First RDW type-approved e-step in Netherlands after 6 years of development
• +4 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Four partnerships are on record, tiered core.

• ANWBcoreGTM or Marketing PartnerANWB is the exclusive insurance partner for SELANA, offering the first e-step insurance product in the Netherlands. ANWB developed the insurance specifically in response to SELANA's RDW type approval, covering WA (liability), theft, and collision. Insurance starts at €6/month for WA coverage. ANWB is described as the most trusted mobility organization in the Netherlands, providing credibility to SELANA's legal e-step offering.
• LoxxocoreGTM or Marketing PartnerLoxxo provides business fleet insurance for SELANA e-steps, covering woon-werkverkeer (commuter), last-mile logistics, and alternative to lease cars. Loxxo handles insurance, policy administration, and claims management from day one. This partnership completes the commercial offering for business users alongside the ANWB private insurance.
• Get Bike Service / E-MilerscoreChannel Partner/ Reseller/ DistributorGet Bike Service / E-Milers provides nationwide maintenance and service coverage for SELANA vehicles throughout the Netherlands. This partnership ensures SELANA can offer maintenance support to customers regardless of location, addressing a critical post-sale service need.
• La SouriscoreChannel Partner/ Reseller/ DistributorLa Souris is the national retail dealer partner, making SELANA e-steps available at all La Souris locations across the Netherlands. The partnership enables in-person purchasing, test rides, and professional customer service through La Souris's established electric mobility retail network.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Segway-Ninebot: Global leader in e-scooters and personal electric mobility. Directly comparable as a vertically integrated e-step manufacturer with consumer and B2B channels; a logical entrant into the Dutch legal e-step market via RDW approval.
• Yadea: China-listed electric two-wheeler manufacturer producing e-scooters, e-mopeds and e-bikes. Comparable given SELANA's 'bijzondere bromfiets' (special moped) classification and Yadea's scale in light electric mobility manufacturing.
• NIU Technologies: Smart e-scooter manufacturer with connected services and subscription features. Closely aligned with SELANA's premium positioning, IoT integration (SELANA Connect) and emphasis on design-led urban mobility.
• Xiaomi (Mijia): Mass-market e-scooter manufacturer via the Mijia brand. Comparable as a direct e-step competitor globally; represents the volume-price benchmark that SELANA positions against on quality and regulatory compliance.
• Pure Electric: UK-based e-scooter retailer and brand. Comparable as a European premium e-scooter operator focused on retail experience and regulatory engagement, similar to SELANA's consumer-led legal compliance strategy.

Broad incumbents

• VanMoof: Dutch premium e-bike maker that pioneered the connected, design-led urban mobility positioning in the Netherlands. Comparable as a Dutch premium micromobility brand with subscription services, retail showrooms and a similar design ethos.
• Lime: Global shared micromobility operator offering e-scooters and e-bikes. Comparable as a major player addressing urban last-mile mobility, though operating in shared-fleet mode rather than owned-asset model.
• Tier Mobility: European shared micromobility operator now operating under Bolt. Comparable as an EU e-scooter operator addressing regulatory and urban compliance challenges similar to those SELANA navigated with RDW.

Regional players

• Swapfiets: Dutch subscription-based bicycle and e-bike provider. Comparable as a Dutch micromobility operator with subscription economics and urban commuter targeting, though operating in bikes rather than e-scooters.
• Ahooga: Belgian premium folding e-bike manufacturer. Comparable as a Benelux-region premium light electric mobility brand targeting urban commuters, though operating in e-bikes rather than e-scooters.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/selana
• Instagraminstagram.com/selana
• Xx.com/selana_nl
• Facebookfacebook.com/selana.nl

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SELANA