Roetz
Roetz is an Amsterdam-based circular bicycle company founded in 2011 that handbuilds city bikes, e-bikes, and the Analog S3 from restored discarded frames, serving eco-conscious urban consumers and corporate fleet clients in the Netherlands through DTC, dealers, and a social enterprise apprenticeship program.
- Company typePrivate
- Founded2011
- HeadquartersAmsterdam, Netherlands
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Roetz does
Roetz is an Amsterdam-based private company founded in 2011 that designs, handbuilds, and sells circular bicycles under the Roetz-Bikes BV entity, with e-bike operations housed in a separate subsidiary, Roetz Bikes Life B.V. Its core technology is the restoration and treatment of discarded steel lug-soldered bicycle frames (weesfietsen) sourced from the approximately 1 million bicycles discarded annually in the Netherlands, with restored frames and front forks reused as primary structural components to achieve 30-80% circularity depending on model. Production is centralized at the Roetz Fair Factory in Amsterdam-Noord, which doubles as a social enterprise under the Roetz Fair Factory Foundation, training people distanced from the labor market as bicycle mechanics through formal apprenticeships.
The product portfolio comprises three lines: Roetz Originals analog city bikes in Road (upright comfort, single-speed, from €599) and Vigour (sporty, 7-gear, from €699) variants for men and women; Roetz Life circular e-bikes with a data-driven service concept aimed at fleet operators and consumers; and the Analog S3, a minimalist non-electric bike built from VanMoof S3 frames. An online configurator enables customization of frame size, color, mudguards, tires, saddle, and stem, and the company offers accessories (steel baskets, cork grips, wooden crates, locks), a €50 trade-in discount for old bikes, refurbished outlet bikes, and B2B branded bikes and fleet solutions.
Roetz's go-to-market is primarily direct-to-consumer via its own e-commerce site, supported by a physical showroom/outlet at the Fair Factory where test rides can be booked, an online factory-collection outlet, and a Dutch dealer network onboarded through a dealer portal. B2B revenue flows through a dedicated business solutions page and dealer portal for branded bikes and fleet programs. Revenue is generated through one-time sales of bicycles, e-bikes, and accessories, with a transaction-style €50 trade-in incentive. The company has signed the Code Sociale Ondernemingen and operates under an Impact First policy committing at least 30% of financial profits back into the social mission, distinguishing its positioning from conventional bike brands.
Roetz firmographics
Firmographics- Name
- Roetz
- Legal name
- Roetz-Bikes BV
- Website
- https://roetz-bikes.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Roetz is an Amsterdam-based circular bicycle company founded in 2011 that handbuilds city bikes, e-bikes, and the Analog S3 from restored discarded frames, serving eco-conscious urban consumers and corporate fleet clients in the Netherlands through DTC, dealers, and a social enterprise apprenticeship program.
- Ownership category
- akta.pro rank
Roetz industry classification
Industry- Product category
- Sustainable Bicycles
- NAICS
- Motorcycle, Bicycle, and Parts Manufacturing (336991), Personal and Household Goods Repair and Maintenance (8114)
- SIC
- Motorcycles, Bicycles & Parts (3751)
- akta.pro primary industry
- E-bikes & E-cargo Bikes Manufacturing (IMACAOAA)
- akta.pro secondary industries
- Cycling & Bike Retail (Sales, Service & Accessories) (CRAMABAH), E-Bikes & Electric Bicycles (CRACASAA)
Keywords
Where Roetz is headquartered
LocationHeadquarters
- HQ city
- Amsterdam
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
Roetz business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Bicycle Sales: Roetz generates primary revenue from the sale of circular, handmade bicycles. Models include Road (comfort positioning, single speed, from €599) and Vigour (sporty positioning, 7-gear, from €699), available in men's and ladies' variants. They also sell refurbished outlet bikes at discounted prices.
- E-Bikes: Roetz offers e-bikes under the Roetz Life brand, sold as separate products from their analog bikes.
- Accessories: Sale of accessories including steel baskets (€45), cork grips (€39), wooden bicycle crates (€59), front carriers (€45), bells (€15), chain locks (€35), and rear carriers (€49).
- Trade-In Program: Customers can trade in their old bikes for €50 discount on a new Roetz bike, creating a circular return channel.
- Branded Bikes / Fleet Solutions: Roetz offers branded bikes and fleet solutions for business clients, creating a B2B revenue stream.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Road model (Analog comfort bike) |
| One time/ perpetual license | Pay-as-you-go | Vigour model (Sportive speed bike) |
| One time/ perpetual license | Pay-as-you-go | Roetz Life E-Bike |
| Unit Pricing | Pay-as-you-go | Accessories |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
Roetz product offering
Product offeringCore offering
Roetz designs, hand-builds, and sells circular bicycles and e-bikes from its Roetz Fair Factory in Amsterdam-Noord, recovering and restoring discarded steel lug-soldered bicycle frames (weesfietsen) to manufacture new sustainable city bikes (Road and Vigour models), the Analog S3, and the Roetz Life e-bike line. Customers can configure every detail (frame size, color, mudguards, saddle, stem) through an online configurator, and the company also offers branded bicycles and fleet solutions for corporate clients.
Product overview
Roetz is a social enterprise that designs and manufactures circular and sustainable bicycles and e-bikes in Amsterdam. The product portfolio includes three main categories: Roetz Originals (city bikes in Road comfort and Vigour sport variants), Roetz Life (circular e-bikes), and Analog S3 (minimalist non-electric bikes). Products are customizable through an online configurator. The company also offers business solutions including branded bikes and fleet programs for corporate customers. All bikes are handmade in Amsterdam using restored and treated bicycle frames, achieving 30% to 80% circularity depending on the model. The company maintains a social mission, training people with distance from the labor market to become bicycle mechanics through apprenticeship programs.
Differentiator
Problem solved
Functional benefit
Brands
- Roetz Life: Circular e-bike brand and separate website (roetz.life) for electric bicycles.
- Analog
Products and services
- Roetz Originals (City Bikes) Circular handmade city bikes built from restored and treated discarded bicycle frames in Amsterdam, available in Road (upright comfort, single-speed, from €599) and Vigour (sporty, 7-gear, from €699) models, configurable online. Targeted at eco-conscious urban commuters.
- Roetz Life (E-Bike) Circular e-bike line sold under the Roetz Life sub-brand via roetz.life, combining sustainable circular design with a data-driven service concept aimed at reducing total cost of ownership for fleet operators and consumers.
- Analog S3 Minimalist non-electric bike built from VanMoof S3 frames, stripped of electronic components to deliver a solid, no-tech city bike currently offered with a €50 discount.
- Tour+ E-Bike Circular e-bike model introduced in July 2022 under the Roetz electric bicycle offering, applying the company's restored-frame circular design approach to e-bikes.
- Branded Bikes Custom-branded bicycles for businesses, allowing companies to apply their own brand identity to circular Roetz bikes as part of corporate sustainability or employee mobility programs.
- Fleet Solutions Business fleet solutions providing companies with sustainable circular bicycles (and the data-driven Roetz Life e-bike concept) for employee mobility and corporate fleets, accessed via a dedicated dealer portal.
- Roetz Accessories Retail range of bicycle accessories including steel baskets (€45), cork grips (€39), oak bicycle crates (€59), front carriers (€45), bells (€15), chain locks (€35), and rear carriers (€49).
Quantifiable outcome
- 30% to 80% circularity rate in bike production depending on model
- +3 more outcomes
Companies that use Roetz
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles2 records
Roetz technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
Feature3 records
Roetz partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered minor.
- Triodos BankminorTriodos Bank is mentioned alongside other press and media organizations (FD, Holistik, Flow, Social Enterprise NL) that have featured Roetz. Nature of relationship appears to be press/media coverage or ethical banking partnership.
- Social Enterprise NLminorRoetz is mentioned by Social Enterprise NL as a social enterprise. Roetz has signed the Code Sociale Ondernemingen (Code of Social Enterprises) and adheres to its principles, committing to reinvest at least 30% of financial profits back into the social enterprise.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Roetz competitors and assessment
Company assessmentOthers
- Dopper: Dutch social enterprise producing reusable water bottles to reduce single-use plastic waste. Comparable not on product but as a Dutch circular social enterprise with similar Impact First ethos, B-Corp-aligned values, and signed commitment to Social Enterprise NL principles.
- Tony's Chocolonely: Dutch impact-driven chocolate company and a flagship Social Enterprise NL member known for premium pricing tied to a measurable social mission. Comparable as a Dutch mission-led consumer brand that successfully converts a sustainability thesis into premium pricing power — a useful adjacent benchmark for Roetz's brand-building.
Broad incumbents
- VanMoof: Iconic Dutch e-bike brand (now relaunched post-2023 bankruptcy proceedings) that pioneered premium urban e-bikes with integrated tech. Historically the closest direct Dutch urban e-bike peer to Roetz Life, and notably the source of frames Roetz repurposes for its Analog S3 line.
- Koga: Dutch premium bicycle manufacturer (Accell Group) known for high-quality touring, e-bikes, and city bikes. Comparable as a Dutch premium bike maker with strong brand recognition and broader product range; competes with Roetz for premium-conscious Dutch cyclists.
- Gazelle: Royal Dutch Gazelle is the largest bicycle manufacturer in the Netherlands, with deep dealer networks and broad city, e-bike, and family bike ranges. Comparable as the dominant incumbent in Roetz's home market, increasingly adding sustainability-focused product lines that compete with Roetz's circular positioning.
- Batavus: Established Dutch bicycle brand (part of Accell Group) offering city, e-bike, and family bikes through broad dealer distribution. Comparable as a heritage Dutch bike manufacturer now expanding into e-bikes and sustainable lines, competing in the same dealer-driven retail channel.
Emerging players
- Urban Arrow: Amsterdam-based family cargo e-bike brand (part of Pon Holdings) with strong B2B and family-segment positioning. Comparable as a Dutch premium e-bike peer with growing fleet and family offerings that partially overlap with Roetz's fleet solution ambitions.
Direct peers
- Swapfiets: Dutch subscription-based urban bike service offering monthly memberships for city bikes. Direct comparable because it targets the same Dutch urban commuter with a city-bike-first value proposition, although monetized through subscriptions rather than one-off sales.
- Cowboy: Brussels-based connected urban e-bike brand with similar premium positioning (€2,000+ e-bikes) and DTC-led distribution targeting design-conscious city riders. Comparable as a premium European urban e-bike peer, though Cowboy leans on connected tech while Roetz leans on circularity.
- Stella Fietsen: Dutch e-bike specialist with showrooms across the Netherlands and a strong dealer network focused on electric city and trekking bikes. Comparable as a Dutch e-bike-first brand competing in the same price tier and dealer channel as Roetz Life.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Roetz social profiles
Digital presenceRoetz financial estimates
Financial estimateRevenue estimate
Valuation estimate
Roetz leadership team
Management profileNumber of profiles
Profiles1 record
Roetz subsidiaries and ownership
Company hierarchySubsidiaries3 records
Roetz funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Roetz M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Roetz
What does Roetz do?
Roetz designs, hand-builds, and sells circular bicycles and e-bikes from its Roetz Fair Factory in Amsterdam-Noord, recovering and restoring discarded steel lug-soldered bicycle frames (weesfietsen) to manufacture new sustainable city bikes (Road and Vigour models), the Analog S3, and the Roetz Life e-bike line. Customers can configure every detail (frame size, color, mudguards, saddle, stem) through an online configurator, and the company also offers branded bicycles and fleet solutions for corporate clients.
Is Roetz a public or private company?
Roetz is a private company. It is classified as venture growth investor backed and is currently operating.
When was Roetz founded?
Roetz was founded in 2011. It employs 11 to 50 people.
Where is Roetz based?
Roetz is headquartered in Amsterdam, Netherlands, in the Europe region.
How does Roetz make money?
Five revenue lines are on record. Bicycle Sales are the primary driver. The others are E-Bikes, accessories, trade-In Program and branded Bikes / Fleet Solutions.
Who are Roetz's main competitors?
Others on record are Dopper and Tony's Chocolonely. Broad incumbents are VanMoof, Koga, Gazelle and Batavus. Urban Arrow is listed as an emerging player. Direct peers are Swapfiets, Cowboy and Stella Fietsen.
Does Roetz have an API?
No public API is recorded for Roetz.
What industry is Roetz in?
Roetz's product category is Sustainable Bicycles. Its primary akta.pro industry code is IMACAOAA, E-bikes & E-cargo Bikes Manufacturing, with a secondary code of CRAMABAH, Cycling & Bike Retail (Sales, Service & Accessories). Its NAICS code is 336991 and its SIC code is 3751.