What MILOO does

MILOO (legal entity DNA Mobile SA) is a Geneva-based Swiss manufacturer of premium electric bicycles, founded in 2018 by Anna and Daniel. The company sells a portfolio of nine model families across a 25km/h City/Urban line (C Line: Mighty Beast, Classy Beast, Cargo Beast, Adventure, Maverick) and a 45km/h performance line (X Line: Classy Beast 45, Mighty Beast 45, Maverick Beast, Adventure Beast, Xplorer Beast, Classy Infinite by Nespresso), with prices ranging from CHF 2,999 to CHF 9,999. Core technology centers on the proprietary Miloo X Line mid-drive motor co-developed with Bafang (built on the M620 and M560 platforms), T700 Toray carbon frames, integrated IoT GPS, Bluetooth/ANT+ connectivity, optional Bluebrake ABS, Airsistant TPMS, and Unit 1 smart-helmet/radar integration, all managed through the Miloo mobile app.

Revenue is generated through a hybrid model: direct-to-consumer e-commerce and seven owned Swiss retail stores (Geneva Etienne-Dumont, Vernier, Acacias, Versoix, Lausanne, Gland, Zurich), supplemented by partner dealers (Cenci Sport in Riehen, Au Dérailleur in La Chaux-de-Fonds, Velomech-Becker in Bern) and a B2B fleet division serving corporate customers with rental, leasing, and purchase options. Customer-facing financing and leasing run through AMAG Leasing AG (6-48 month terms with bundled insurance and warranty) and Heylight (3-36 month private financing). The company also sells accessories, certified pre-owned bikes, and flexible short-term rentals. Customer segments span urban commuters, adventure/sport riders, families and cargo users, B2B corporate fleets, and sustainable-luxury seekers, served across both DTC and a growing managed-services B2B channel.

The business has secured CHF 2.5M in equity in March 2022 led by Brunschwig Group plus a follow-on FONGIT Innovation Fund round in February 2025. Strategic partnerships anchor the moat: Bafang (motor), Nespresso (Classy Infinite circular-aluminum bike), AMAG (financing), Unit 1 (smart accessories), Montreux Jazz Festival (soft-mobility partner for the 2026 60th edition), and brand ambassadors Mike Horn and Marco Odermatt.

Name

MILOO

Legal name

DNA Mobile SA

Website

https://miloo.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

MILOO is a Geneva-based Swiss premium electric-bike manufacturer (operating as DNA Mobile SA) selling nine model families across 25km/h and 45km/h tiers through owned retail, e-commerce, partners, and B2B fleet channels.

Ownership category

akta.pro rank

Product category

Electric Bicycles (Personal Electric Mobility)

NAICS

Motorcycle, Bicycle, and Parts Manufacturing (336991), Motorcycle, ATV, and All Other Motor Vehicle Dealers (441227)

SIC

Motorcycles, Bicycles & Parts (3751), Motor Vehicle Parts & Accessories (3714)

akta.pro primary industry

E-bikes & E-cargo Bikes Manufacturing (IMACAOAA)

akta.pro secondary industries

E-Bike Retail (CRAMAHAE), Cycling & Bike Retail (Sales, Service & Accessories) (CRAMABAH), E-Bikes & Electric Bicycles (CRACASAA), Cargo Bikes & E-Cargo Bikes Rental/Leasing (TLABAGAB)

Keywords

• Electric bicycles
• Premium e-bikes
• Speed pedelecs
• Corporate fleet mobility
• Swiss e-mobility

Headquarters

HQ city

Geneva

HQ country

Switzerland

HQ region

Europe

Offices7 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. E-Bike Hardware Sales: Primary revenue stream from direct sales of premium electric bicycles across 9 model families (Maverick Beast, Adventure Beast, Xplorer Beast, Cargo Beast, Mighty Beast, Classy Beast, Classy Infinite). Products available in 25km/h and 45km/h versions. Prices range from CHF 2,999 to CHF 9,999. Online direct purchase and in-store sales.
2. Leasing & Financing Services: Revenue generated through partnership with AMAG Leasing (6-48 month terms) and Heylight (3-36 month financing). Leasing includes bundled insurance (theft, comprehensive, breakdown assistance) and warranty services. Monthly payments from CHF 78.61 to CHF 253.26 depending on model.
3. Rental Services: Flexible rental solutions for temporary use without ownership commitment. Includes annual maintenance service and dedicated customer support. Allows extended test periods before purchase decision.
4. Accessories & Upgrades: Sales of accessories including helmets (ABUS Pedelec), locks (ABUS), GPS trackers, batteries, seatposts, smart helmets (Unit 1), tire pressure sensors, brake systems, and bike-specific components. 76 accessory items catalogued.
5. Certified Pre-Owned E-Bikes: Certified second-hand bike program offering refurbished models at reduced prices (CHF 2,699 to CHF 5,899). Fully inspected and renewed units with same warranty support as new bikes.
6. B2B Fleet Solutions: Corporate fleet services including fleet rental (6, 12, 24 months), leasing, and purchase. Volume pricing tiers for 1-5, 6-10, and 11+ bikes. Premium maintenance service at CHF 595/bike/year.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels10 records

Core offering

MILOO designs, assembles in Switzerland, and sells premium electric bicycles (e-bikes) under two product lines: the C Line (urban city bikes including Maverick, Adventure, Cargo, Mighty, and Classy models) and the X Line (high-performance bikes including Xplorer and Classy Infinite by Nespresso). Each model is offered in both 25km/h and 45km/h (speed pedelec) variants. The company also provides leasing through AMAG Leasing, financing through Heylight, rental, and dedicated B2B fleet solutions for corporate customers.

Product overview

MILOO is a Swiss electric bike brand offering a portfolio of premium e-bikes across two main lines: the C Line (city/urban bikes) and X Line (high-performance/expert bikes), plus the Cargo Beast for family transport. The product lineup includes Maverick Beast (versatile E-MTB/E-SUV), Adventure Beast (ultra-light gravel), Xplorer Beast (most powerful e-bike), Mighty Beast (urban E-SUV in 25km/h and 45km/h versions), Classy Beast (elegant urban bike), and Classy Infinite by Nespresso (sustainable luxury collaboration). Supporting services include leasing through AMAG Leasing, financing through Heylight, flexible rental, and B2B fleet solutions. The accessory ecosystem includes smart accessories (Unit1 helmets, GPS trackers), safety components (Bluebrake ABS), and performance upgrades. All bikes are designed and assembled in Switzerland with focus on safety, comfort, connectivity, and Swiss engineering quality.

Differentiator

Problem solved

Functional benefit

Products and services

• Maverick Beast High-end fully e-bike combining lightness, power, and elegance. Available in 25km/h and 45km/h versions with ultra-lightweight T700 Toray carbon frame from 19.8kg, up to 850W peak power with 120Nm torque, full suspension with 140mm travel, and advanced safety features including smart helmet compatibility and proximity sensors.
• Adventure Beast

Quantifiable outcome

• Saves up to 87% CO2 emissions during production (Classy Infinite vs standard production)
• +2 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration27 records

AI capability11 records

Feature7 records

Partnerships

Seven partnerships are on record, tiered flagship, core and minor.

• NespressoflagshipStrategic or Co-development PartnerCo-developed Classy Infinite e-bike, transforming 1,344 recycled aluminum coffee capsules into a premium urban e-bike. Joint innovation combining Swiss engineering with Nespresso's circular economy materials. Positioned as sustainable luxury offering with 87% CO2 reduction vs standard production.
• Montreux Jazz FestivalflagshipGTM or Marketing PartnerOfficial soft mobility partner for the 60th anniversary edition (2026). Provides free e-bike charging stations, dedicated secure parking, and promotional presence at festival. Includes exclusive bike rental offering (from CHF 39/24h) for festival attendees.
• Unit 1coreTechnology or IntegrationTechnology integration partner for smart accessories. Unit 1 smart helmet provides 360-degree visibility with LED lighting and light-based communication. Unit 1 radar detects approaching vehicles from up to 140m. Unit 1 Torch backpack also offered as accessory.
• BafangcoreTechnology or IntegrationMotor technology partner for proprietary Miloo X Line motor development. Based on Bafang M620 and M560 platforms, customized for Miloo's power and performance requirements. Collaboration enables differentiated motor specifications (750W-1000W rated power, 100-160Nm torque).
• Genève RoulecoreImplementation/ SI/ Consulting PartnerService partner operating premium maintenance for B2B fleets. Provides full logistics for bike transport, annual service, wear parts/labor included, monthly on-site inspections (inflation, cleaning, general check), 72-hour service response time, and key/lock management.
• LocaskiminorGTM or Marketing PartnerSki resort partnership offering special e-bike deals to Locaski 2025-2026 customers transitioning from ski season to spring/summer cycling.
• AMAG GroupcoreChannel Partner/ Reseller/ DistributorParent company of AMAG Leasing, provides automotive dealership network and customer access for potential e-bike bundling or cross-promotion opportunities.

Scale indicators4 records

Recent moves8 records

Expansion highlights5 records

Regional players

• Scott Sports: Swiss-founded (Fribourg) premium bike and e-bike brand. Overlaps with Miloo on Swiss heritage, premium MTB and urban e-bikes (Scott Axis eRIDE, Sub eRIDE), and OEM drivetrain partnerships (Bosch, TQ). A relevant Swiss-made peer in the same regional ecosystem.
• BMC Switzerland: Premium Swiss bicycle manufacturer (road, mountain, e-bikes under the BMC and Alpenchallenge AMP lines). Comparable to Miloo on Swiss heritage, premium positioning, and performance orientation, though BMC is much more road/race focused and globally distributed.

Direct peers

• VanMoof: Dutch premium urban e-bike brand (now under McLaren ownership after a 2023 bankruptcy/restructuring). Directly comparable to Miloo on DTC premium positioning, connected/app-enabled bikes, and urban-commuter target customer. Useful as a cautionary tale on scaling a hardware-DTC e-bike brand.
• Stromer: Swiss premium speed-pedelec (45 km/h) specialist headquartered in Oberwangen. Like Miloo, Stromer sells high-end, Swiss-engineered e-bikes through direct and dealer channels and competes head-to-head in the urban 45 km/h segment that Miloo calls its leadership category.
• Riese & Müller: German premium e-bike OEM known for high-end urban, cargo, and full-suspension e-bikes with proprietary features (Bosch-based drivetrains, ABS, integrated technology). Closely comparable to Miloo in price band (€3,500–€10,000+), target customer (premium urban/cargo), and dealer-DTC model.

Broad incumbents

• Canyon Bicycles: German direct-to-consumer premium bicycle and e-bike brand. Comparable to Miloo on DTC premium positioning, technology-forward road/gravel/urban e-bikes (Roadlite, Precede, Grail:ON), and European footprint, though Canyon operates at significantly greater scale and global reach.
• Trek Bicycles: Global bicycle incumbent whose Domane, Rail, and Allant+ e-bike lines compete with Miloo's Adventure, Maverick/Xplorer, and Classy models respectively. Operates a much larger dealer network and brand, but is exposed to the same e-bike demand cycle.
• Specialized Bicycles: Global premium bicycle and e-bike incumbent with the Specialized Turbo line covering urban, road, mountain, and cargo e-bikes at premium price points. Overlaps with Miloo's product range (urban, gravel, MTB) and uses advanced technology integration, but at much larger scale and global distribution.

Emerging players

• Cowboy: Belgian connected urban e-bike startup selling premium city e-bikes via DTC with subscription/financing. Comparable to Miloo on the connected-bike, DTC-plus-subscription model and premium urban target customer, though Cowboy is positioned at a lower price point (€1,990–€3,490) and a different geographic base.

Others

• Bosch eBike Systems: Dominant e-bike drivetrain supplier (motors, batteries, ABS, Kiox displays) that powers most premium European e-bike brands. Adjacent to Miloo because Miloo's motor differentiation depends on Bafang, and Bosch sets the technology benchmark (smart system, ABS, eBike Flow app) that Miloo's app/IoT stack must keep pace with.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/miloocom
• LinkedInlinkedin.com/company/miloocom

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds2 records

Investors2 records

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 MILOO