ROSE Bikes
ROSE Bikes is a privately held German direct-to-consumer bicycle brand and retailer (founded 1907, Bocholt) selling its own-brand bikes, apparel, and parts through 17 retail stores in Germany and Switzerland, 15+ European e-commerce markets, and a 100+ partner certified workshop network, serving individual cycling, commuting, and e-bike consumers.
- Company typePrivate
- Founded1907
- HeadquartersBocholt, Germany
- Headcount251–500
- GTM typeB2C
- OfferingHardware or Manufacturing
What ROSE Bikes does
ROSE Bikes, legally Rose Bikes GmbH, is a German direct-to-consumer bicycle brand and retailer founded in 1907 and headquartered in Bocholt, Germany. The company designs, sources, and sells its own brand of bicycles across five primary categories — Gravel, Road, MTB, Urban & Trekking, and E-Bike — spanning roughly two dozen named models (Backroad, Shave, Reveal, Scrub, Sneak, Black Lava, Bonero Plus, File Plus, etc.) priced from approximately €900 for entry-level MTBs to €5,600+ for premium carbon aero road bikes. It also operates an in-house apparel line (Rose Apparel) and sells an extensive catalog of Fahrradteile (bike parts) and Fahrradzubehör (accessories) from third-party brands alongside its own products.
The business operates through a multi-channel model combining direct e-commerce storefronts in 15+ European country markets with a physical retail footprint of 17 stores across Germany (Bocholt flagship "Biketown," Berlin, Hamburg, Köln, München, plus six store-in-store partner locations) and Switzerland (Basel, Bern, Meilen, St. Gallen). Service and after-sales are supported by a network of 100+ certified workshop partners across Germany, Austria, and Switzerland. Revenue mechanics rest on hardware unit sales (bikes, apparel, parts, accessories) priced individually, supplemented by a recurring Dienstrad bike-leasing program accessible through seven partner leasing platforms (JobRad, BusinessBike, Bikeleasing.de, Deutsche Dienstrad, Eurorad, Lease a Bike, RadimDienst), where employer-administered salary sacrifice creates multi-year service relationships.
ROSE targets horizontal consumer segments across gravel riders, road cyclists, mountain bikers, urban commuters, and e-bike users — primarily individual enthusiasts and commuters rather than enterprise accounts. The company is privately held with 251–500 employees and no disclosed external investors, parent company, or controlling entities. Operational differentiation is built on a cost-efficient DTC distribution model, brand heritage spanning more than a century, in-store test-ride and fitting services, and community engagement via Rose Circle group rides and the Rose Magazin content platform.
ROSE Bikes firmographics
Firmographics- Name
- ROSE Bikes
- Legal name
- Rose Bikes GmbH
- Website
- https://rosebikes.de
- Company type
- Private
- Founded year
- 1907
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- ROSE Bikes is a privately held German direct-to-consumer bicycle brand and retailer (founded 1907, Bocholt) selling its own-brand bikes, apparel, and parts through 17 retail stores in Germany and Switzerland, 15+ European e-commerce markets, and a 100+ partner certified workshop network, serving individual cycling, commuting, and e-bike consumers.
- Ownership category
- akta.pro rank
ROSE Bikes industry classification
Industry- Product category
- Bicycle Manufacturing and Retail
- NAICS
- Motorcycle, Bicycle, and Parts Manufacturing (336991)
- SIC
- Motorcycles, Bicycles & Parts (3751)
- akta.pro primary industry
- Cycling & Bike Retail (Sales, Service & Accessories) (CRAMABAH)
- akta.pro secondary industries
- Bicycle Retail (New Bikes) (CRAMAHAA), E-Bike Retail (CRAMAHAE), Bike Parts & Components Retail (CRAMAHAB), Bike Accessories Retail (Lights, Locks, Racks, Bags) (CRAMAHAD), Bike Apparel, Helmets & Protective Gear Retail (CRAMAHAC), Bike Service, Repair & Maintenance Shops (CRAMAHAH)
Keywords
Where ROSE Bikes is headquartered
LocationHeadquarters
- HQ city
- Bocholt
- HQ country
- Germany
- HQ region
- Europe
Offices17 records
Markets served
ROSE Bikes business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Bicycle Sales: Direct-to-consumer sales of proprietary ROSE brand bicycles across categories including Gravel, Road, MTB, Urban & Trekking, and E-Bike segments. Sales conducted through e-commerce platform and physical retail stores.
- Apparel and Accessories Sales: Sales of cycling apparel and accessories including clothing, parts, components, and accessories through e-commerce and retail stores
- Bike Leasing (Dienstrad): Bike leasing program allowing customers to lease bikes through their employer with tax advantages (Dienstrad). The leasing contract is between the employer and the leasing company.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Bicycle pricing by model category |
| Unit Pricing | Pay-as-you-go | Apparel and accessory pricing |
Distribution channels4 records
Marketing channels6 records
ROSE Bikes product offering
Product offeringCore offering
ROSE Bikes designs and sells its own proprietary brand of bicycles across five core categories: Gravel, Road, MTB, Urban & Trekking, and E-Bikes. The company operates a direct-to-consumer model through its own e-commerce platform and physical retail stores across Germany and Switzerland, complemented by ROSE Apparel, bike parts, accessories, and a company bike leasing (Dienstrad) program.
Product overview
ROSE Bikes is a direct-to-consumer bicycle retailer and brand offering a comprehensive cycling portfolio centered on its own-branded bikes across five core categories: Gravel (Backroad, Backroad AL, Backroad FF, Hobo, Blend, PDQ), Road (Shave, Shave FF, Reveal, Reveal AL), MTB (Scrub, Bruce, PDQ AL), Urban & Trekking (Sneak, Black Lava, Xtra Watt Plus, Mayor Plus, Sneak Plus), and E-Bikes (Backroad AL Plus, Reveal Plus, Bonero Plus, File Plus, Slab Plus). The company complements its bike lineup with Rose Apparel (cycling clothing collections) and extensive Fahrradteile (bike parts) and Fahrradzubehör (accessories) categories. ROSE Bikes operates its own retail stores (Rose Biketowns and brand stores) in Germany and Switzerland, plus partner in-store shop-in-shops, and offers services including test bikes, workshop services, body measurement, and a company bike leasing program (Dienstrad). The product architecture is organized as a unified brand portfolio with bikes as the core offering, supported by complementary apparel and accessories categories.
Differentiator
Problem solved
Functional benefit
Products and services
- ROSE Bikes Gravel Bicycle Range Gravel bicycles designed for adventure and everyday riding across mixed terrain, available in aluminum, steel, and carbon frame options for bikepacking, sport commuting, and gravel racing enthusiasts.
- ROSE Bikes Road Bicycle Range Road bicycles designed for racing, endurance riding, and triathlon, available in aluminum endurance, carbon endurance, aero race, and electric-assist variants for performance-oriented cyclists.
- ROSE Bikes MTB Range Mountain bicycles covering cross-country racing (PDQ AL), downhill (Scrub), and dirt jump (Bruce) disciplines for trail, enduro, and freestyle mountain biking enthusiasts.
- ROSE Bikes Urban & Trekking Range Urban and trekking bicycles including stylish city bikes (Sneak), trekking bikes (Black Lava), e-urban models (Sneak Plus, Mayor Plus), and e-trekking models (Xtra Watt Plus) for everyday commuting and lifestyle cycling.
- ROSE Bikes E-MTB Range Electric mountain bikes (E-MTBs) including Bonero Plus, File Plus, and Slab Plus designed for trail riding with electric assistance to keep pace with riders and maximize riding fun.
- ROSE Apparel Collection Proprietary ROSE Apparel cycling clothing line including Race, Adventure, Entry, Trail, and Source sub-collections for SS26, covering shorts, jackets, jerseys, gloves, shoes, helmets, glasses, socks, underwear, urban lifestyle wear, protectors, textile care, triathlon apparel, outdoor lighting, and children's clothing.
- Fahrradteile (Bike Parts) Wide range of bicycle components including lighting, brakes, suspension, chains, rims, forks, racks, cassettes, cranks, wheels, handlebars, hubs, pedals, powermeters, tires, saddles, seatposts, drivetrains, fenders, spokes, headsets, and stems for cyclists needing replacement or upgrade parts.
- Fahrradzubehör (Bike Accessories) Accessories including e-bike accessories, electronics, nutrition, pumps, locks, carriers, bottle holders, repair kits, gifts, body care, frame protection, cleaning, trainers, bags, transport, and tools for cyclists and e-bike users.
- Bike Leasing (Dienstrad) Company bike leasing program (Dienstrad) allowing employees to lease ROSE bikes through employer-sponsored salary sacrifice arrangements with tax advantages, administered through leasing partners including JobRad, BusinessBike, Bikeleasing.de, Deutsche Dienstrad, Eurorad, Lease a Bike, and RadimDienst.
Companies that use ROSE Bikes
Customer profileSegments5 records
Ideal customer profiles5 records
ROSE Bikes technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
ROSE Bikes partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered minor and core.
- DHLminor
- JobRadcoreBike leasing partner enabling employees to lease ROSE bikes through employer-sponsored programs with tax advantages. JobRad handles the leasing contract with employers.
- BusinessBikecoreBike leasing partner providing employee bike leasing programs for ROSE bikes with salary sacrifice arrangements.
- Bikeleasing.decoreBike leasing service partner for employee bike leasing programs, handling contract administration between employers and leasing companies.
- Deutsche DienstradcoreCompany bike leasing partner enabling tax-advantaged bike leasing through employer-employee salary sacrifice arrangements.
- Lease a BikeminorBike leasing partner for company bike programs with salary conversion benefits.
- RadimDienstminorCompany bike leasing service partner.
- EuroradminorBike leasing partner for employee bike programs.
- KarlvonDraiscorePartner store operator in Frankfurt providing sales floor, test bikes, fitting station, and bike leasing services for ROSE bikes.
- The Cycling CirclecorePartner store operator in Dörfles-Esbach with sales floor, test bikes, fitting, bike leasing, and workshop services. Also provides certified workshop services.
- L&T (Lengermann & Trieschmann)coreDepartment store partner in Osnabrück with ROSE sales floor, test bikes, fitting, and bike leasing. Also operates mobile SCHALTZENTRALE service at weekly markets.
- Intersport BorgmanncoreSports retailer partner with ROSE store-in-store locations in Solingen and Krefeld, offering test bikes, fitting stations, and bike leasing services.
- Sport ReischmanncoreSports retailer partner with ROSE store-in-store locations in Kempten and Ravensburg, offering test bikes, fitting, and bike leasing.
- BreuningercoreDepartment store partner in Stuttgart with ROSE store-in-store offering test bikes, fitting station, and bike leasing.
- 100+ Certified Workshop PartnerscoreExtensive network of certified workshops across Germany, Austria, and Switzerland providing maintenance, repairs, warranty handling, and original ROSE spare parts. Partners receive regular training and direct exchange with ROSE mechanics.
Scale indicators2 records
Recent moves6 records
Expansion highlights6 records
ROSE Bikes competitors and assessment
Company assessmentDirect peers
- Rad Power Bikes: US-based DTC e-bike specialist with multi-category electric bikes and direct sales model. Comparable to ROSE's growing e-bike segment and DTC philosophy, though geographically distinct.
- Cube Bikes: German bicycle brand headquartered in Waldershof offering a full range of mountain, road, gravel, trekking, and e-bikes through a hybrid dealer and DTC model. Closest geographic and product-line competitor to ROSE in the German market.
- Canyon Bicycles: German DTC bicycle manufacturer with a comparable direct-to-consumer model selling own-brand road, mountain, gravel, and e-bikes across Europe. Canyon competes most directly with ROSE on premium performance bikes sold online without traditional dealer intermediation.
- BULLS Bikes: German bicycle manufacturer based in Cologne with strong e-bike focus, distributed through dealer networks across Europe. Closely comparable to ROSE on German-market positioning and e-bike specialization.
- BMC Switzerland: Premium Swiss bicycle manufacturer known for road, mountain, and gravel bikes. Comparable to ROSE on premium pricing, performance positioning, and shared Swiss-German distribution overlap.
- Scott Sports: Swiss-based bicycle and sports equipment manufacturer with overlapping gravel, road, MTB, and e-MTB product lines. Scott's DACH roots and broad category coverage make it a direct comparitor for ROSE's premium bike portfolio.
Broad incumbents
- Specialized Bicycle Components: Major US-based premium bicycle brand offering road, MTB, and e-bikes through a global dealer and DTC network. Comparable to ROSE on premium performance positioning but at significantly larger global scale.
- Decathlon: Global sporting goods retailer with own-brand bicycles (Triban, Rockrider, Btwin, Riverside) sold across hundreds of stores. Comparable on multi-category bike retail and broad accessibility, though positioned at lower price points than ROSE.
- Giant Manufacturing: World's largest bicycle manufacturer, vertically integrated with global brand portfolio including Giant, Liv, and Momentum. Comparable to ROSE on full-category coverage and DACH retail presence but at vastly larger scale.
- Trek Bicycle Corporation: Large US-headquartered bike manufacturer and global retailer with extensive dealer network. Competes broadly with ROSE across all categories but at much larger scale and with traditional dealer-led distribution.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
ROSE Bikes social profiles
Digital presenceROSE Bikes financial estimates
Financial estimateRevenue estimate
Valuation estimate
ROSE Bikes leadership team
Management profileNumber of profiles
ROSE Bikes funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ROSE Bikes 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 ROSE Bikes
What does ROSE Bikes do?
ROSE Bikes designs and sells its own proprietary brand of bicycles across five core categories: Gravel, Road, MTB, Urban & Trekking, and E-Bikes. The company operates a direct-to-consumer model through its own e-commerce platform and physical retail stores across Germany and Switzerland, complemented by ROSE Apparel, bike parts, accessories, and a company bike leasing (Dienstrad) program.
Is ROSE Bikes a public or private company?
ROSE Bikes is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was ROSE Bikes founded?
ROSE Bikes was founded in 1907. It employs 251 to 500 people.
Where is ROSE Bikes based?
ROSE Bikes is headquartered in Bocholt, Germany, in the Europe region.
How does ROSE Bikes make money?
Three revenue lines are on record. Bicycle Sales are the primary driver. The others are apparel and Accessories Sales and bike Leasing (Dienstrad).
Who are ROSE Bikes's main competitors?
Direct peers on record are Rad Power Bikes, Cube Bikes, Canyon Bicycles, BULLS Bikes, BMC Switzerland and Scott Sports. Broad incumbents are Specialized Bicycle Components, Decathlon, Giant Manufacturing and Trek Bicycle Corporation.
Does ROSE Bikes have an API?
No public API is recorded for ROSE Bikes.
What industry is ROSE Bikes in?
ROSE Bikes's product category is Bicycle Manufacturing and Retail. Its primary akta.pro industry code is CRAMABAH, Cycling & Bike Retail (Sales, Service & Accessories), with a secondary code of CRAMAHAA, Bicycle Retail (New Bikes). Its NAICS code is 336991 and its SIC code is 3751.