Moustache Bikes
Moustache Bikes is a French e-bike manufacturer that designs, assembles, and distributes approximately 69 Bosch-powered electric bicycles across 14 model families for urban commuters, families, and e-MTB enthusiasts, selling through 200+ dealers in 25+ countries.
- Company typePrivate
- Founded2012
- HeadquartersGolbey, France
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Moustache Bikes does
Moustache Bikes (legal entity SAS Cycle Me) is a French designer, assembler, and distributor of electrically assisted bicycles, headquartered and manufacturing in Thaon-les-Vosges, in the Vosges region of France. The company was founded in 2012 by two enthusiasts — Manu (development) and Greg (sales) — and has grown to approximately 170 employees producing a portfolio of nearly 69 e-bike models organized into 14 families covering urban, versatile/trekking, cargo, SUV, e-mountain bike, gravel, road, fat, tandem, and children's categories. All bikes integrate Bosch drivetrains as the core technology platform (Performance Line CX up to 120 Nm torque, plus the new Hub Line hub motor), with selected premium eMTB models incorporating Pinion Motor Gearbox Units paired with Gates carbon belt drives, and some urban models using Enviolo continuously variable transmissions.
Moustache generates revenue through hardware sales of e-bikes and accessories (panniers, footrests, passenger seats, frame customization kits), distributed exclusively via a multi-tier channel: 200+ authorized dealers globally, a network of dedicated regional sales agents across Europe, and country-level distributors in Australia, Canada, New Zealand, Israel, Scandinavia, and Central/Eastern Europe. The company operates a B2B portal (b2b.moustachebikes.com) for professional order management and a Test & Smile program that converts dealer showrooms into customer acquisition channels. End customers are individual consumers segmented across urban commuters, families with cargo needs, e-MTB enthusiasts, gravel/road cyclists, leisure riders, and children.
The company is privately held with no external funding rounds identified. Ownership rests with the original founders, with Olivier Cantet serving as Director. Manufacturing capacity has been materially expanded via a 2019 relocation and a 3,200 m² renewable-energy facility. Recent strategic moves include the 2025 launch of the Clutch eMTB with Pinion MGU/Gates belt drive and a 2026 partnership with Bosch for the new Hub Line hub motor, enabling a sub-€2,500 entry-level Lundi 27 model and opening a lower price tier in the European e-bike market.
Moustache Bikes firmographics
Firmographics- Name
- Moustache Bikes
- Legal name
- SAS Cycle Me
- Website
- https://moustachebikes.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Moustache Bikes is a French e-bike manufacturer that designs, assembles, and distributes approximately 69 Bosch-powered electric bicycles across 14 model families for urban commuters, families, and e-MTB enthusiasts, selling through 200+ dealers in 25+ countries.
- Ownership category
- akta.pro rank
Moustache Bikes industry classification
Industry- Product category
- Electric Bicycles
- NAICS
- Motorcycle, Bicycle, and Parts Manufacturing (336991)
- SIC
- Motorcycles, Bicycles & Parts (3751)
- akta.pro primary industry
- E-Bikes & Electric Bicycles (CRACASAA)
- akta.pro secondary industries
- E-Bike Retail (CRAMAHAE), Cycling & Bike Retail (Sales, Service & Accessories) (CRAMABAH), Bike Accessories Retail (Lights, Locks, Racks, Bags) (CRAMAHAD)
Keywords
Where Moustache Bikes is headquartered
LocationHeadquarters
- HQ city
- Golbey
- HQ country
- France
- HQ region
- Europe
Offices1 record
Markets served
Moustache Bikes business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Electric Bicycle Sales: Primary revenue stream from designing, manufacturing, and selling electric bicycles across multiple categories including urban, versatile, cargo, SUV, eMTB, gravel, road, fat, tandem, and kids bikes. Bikes are sold through dealer networks globally.
- Accessories and Spare Parts: Sale of compatible accessories including panniers (Clémentine 45L), passenger seats (Georges cushion), footrests (Bigfoot), frame customization kits, security accessories, clothing, and replacement parts.
- B2B Professional Services: Business-to-business platform for dealers and distributors to place orders, manage inventory, and access business data.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Lundi 27 urban e-bike with Bosch Hub Line motor |
| One time/ perpetual license | Pay-as-you-go | Mardi 27.6 FS full-suspension electric bike |
| One time/ perpetual license | Pay-as-you-go | CLUTCH 160.9 e-MTB with Pinion MGU |
| One time/ perpetual license | Pay-as-you-go | Cargo bikes (Lundi 20 Cargo series) |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels7 records
Moustache Bikes product offering
Product offeringCore offering
Moustache Bikes designs, develops, assembles, and distributes a comprehensive range of electrically-assisted bicycles (VAE) across 14 product families and approximately 69 models, including urban, versatile/trekking, cargo, SUV, eMTB, gravel, road, fat, tandem, and kids categories. The company integrates Bosch motors across its entire range and also produces compatible accessories such as panniers, passenger seats, footrests, and frame customization kits. Bikes are sold primarily through a global authorized dealer network in more than 25 countries, supported by a dedicated B2B portal for dealers and distributors.
Product overview
Moustache Bikes is a French electric bicycle manufacturer offering a comprehensive portfolio of approximately 69 e-bike models across 14 product families. The company specializes exclusively in electrically-assisted bicycles, integrating Bosch motors across its entire range. The product lineup centers on core e-bike categories including urban通勤 (Lundi, Mardi, Dimanche), versatile/trekking (Xroad, Samedi 28), cargo (Lundi 20 Cargo), eMTB (Game, CLUTCH, Off, Wide), gravel (Dimanche 29 Gravel), road (Dimanche 28 Road), fat tire, tandem, and children's bikes. The company operates from Thaon-les-Vosges, France, with nearly 170 employees and produces bikes for global distribution across 25+ countries. Accessories include cargo panniers, footrests, passenger seats, and frame customization kits specifically designed for their bike families.
Differentiator
Problem solved
Functional benefit
Products and services
- Lundi 27 Urban electric bike combining elegance and comfort for daily city commutes, featuring the iconic Moustache handlebar design. Available in ES, 3, 4, and 6 variants.
- Mardi 27 Urban utility e-bike designed to replace car use, with comfortable single or double comfort options for stress-free daily commutes. Available in 2, 4, 6 variants and full-suspension (FS) versions.
- Dimanche 28 Urban
- Xroad
- Samedi 28
- Lundi 20 Cargo
- Game
- CLUTCH Belt-driven e-mountainbike featuring Pinion MGU (Motor Gearbox Unit) and Gates belt drive, eliminating traditional derailleur and cassette for low-maintenance design. Available in SUV and standard variants with 150/160 mm travel options.
- Samedi 29 Trail
- Samedi 26/27 Off
- Samedi 27 Wide
- Dimanche 29 Gravel
- Dimanche 28 Road
- Samedi 26 FAT 4
- Samedi 27 X2
- Mercredi 12
- Large 45L Pannier - Clémentine
- Footrest Lundi 20 Cargo - BIGFOOT
- Coussin Georges (Seat Pad Georges)
- Cargo Frame Customization Kit
Quantifiable outcome
- 5/5 rating from 01net for Mardi 27.6 FS review, praising exceptional suspension comfort, silent transmission, and powerful braking
- +1 more outcomes
Companies that use Moustache Bikes
Customer profileNamed customers3 records
Segments6 records
Ideal customer profiles5 records
Moustache Bikes technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Moustache Bikes partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core, key and secondary.
- BoschcoreMoustache is a key partner for Bosch in the e-bike market. The company uses Bosch motors across its entire range, including the Bosch Performance Line CX (85-120 Nm torque) and the new Bosch Hub Line hub motor (45 Nm, 400W). Moustache was among the first brands to commit to the Bosch Hub Line platform, with the new Lundi 27 featuring this technology.
- PinionkeyMoustache utilizes Pinion's Motor Gearbox Unit (MGU) in its CLUTCH e-MTB models, combining it with Gates belt drive systems for an innovative low-maintenance drivetrain that eliminates traditional derailleurs and cassettes.
- GateskeyGates provides carbon belt drive systems used in Moustache CLUTCH e-MTB models, enabling maintenance-free operation compared to traditional chain and derailleur systems.
- EnviolosecondaryMoustache uses Enviolo continuously variable transmissions with belt drive in certain models like the Mardi 27.6 FS, providing smooth, silent shifting.
- URBAN IKIsecondaryPartnership for child safety seats and accessories compatible with Moustache cargo bikes. URBAN IKI provides MIK HD 22 kg baby seats designed for integration with Moustache's cargo bike systems.
- AXAsecondaryAXA provides key replacement services for Moustache bikes. In case of lost keys, customers can order replacement keys online through AXA's key service using the key serial number.
- BREVO (EIFFEL 65)secondaryBREVO (formerlySendinblue) provides newsletter and email marketing services for Moustache Bikes. BREVO servers are located in Vitry-sur-Seine, France, with cloud data on Google Cloud in Belgium.
- GooglesecondaryGoogle provides Google Analytics for website audience measurement and Google Fonts for web typography. Data transfers to US servers are governed by Data Privacy Framework.
- InfomaniaksecondaryInfomaniak provides web hosting services for the Moustache Bikes website. Located in Geneva, Switzerland.
Scale indicators5 records
Recent moves9 records
Expansion highlights5 records
Moustache Bikes competitors and assessment
Company assessmentDirect peers
- Canyon: German direct-to-consumer bike manufacturer with a growing e-bike portfolio across road, gravel, and mountain. Co-launch partner with Moustache on the Bosch Hub Line platform; comparable in product breadth and premium positioning.
- Haibike: German e-mountain bike specialist (part of Winora Group) historically associated with Yamaha and Bosch drivetrains. Directly comparable to Moustache's GAME, CLUTCH, and Off e-MTB families in target customer and price band.
- Kalkhoff: German e-bike specialist (part of Pon Holdings) focused on urban, trekking, and e-MTB segments with Bosch drivetrains. Overlaps Moustache's Xroad, Samedi 28, and urban families in target customer and channel.
- Gazelle: Dutch premium e-bike brand owned by Pon Holdings, with a long-standing Bosch partnership and urban-focused lineup. Also a launch partner for Bosch's Hub Line platform alongside Moustache, making it a direct technology and channel peer.
- Cube Bikes: German family-owned bike manufacturer with one of Europe's broadest e-bike ranges across eMTB, trekking, urban, and cargo. Competes head-to-head with Moustache for European dealer shelf space in similar price tiers.
- Riese & Müller: German premium e-bike manufacturer focused on urban, cargo, and e-MTB segments using Bosch and other premium drivetrains. Direct competitor to Moustache in European premium channels with comparable ASPs and a similarly broad model lineup.
Broad incumbents
- Specialized: US premium bike brand with proprietary motor (Specialized SL) and broad e-bike coverage including Turbo Vado, Turbo Levo, and Creo. Competes with Moustache in premium e-MTB and urban segments with stronger brand scale.
- Trek: US-based global bicycle giant with a substantial e-bike lineup (Domane+ / Rail / Allant+) sold through an extensive dealer network. A broad incumbent competing with Moustache across e-road, e-MTB, and urban e-bike segments at scale.
- Giant Bicycles: Taiwanese world's-largest bike manufacturer with extensive e-bike offerings across urban, mountain, and road, using Yamaha, Giant, and Bosch motors. Competes with Moustache on price-performance and global distribution breadth.
Regional players
- Lapierre: French premium bike manufacturer with overlapping e-MTB, road, and urban e-bike families distributed across Europe. Direct French-market peer to Moustache given shared home-country manufacturing and dealer base.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Moustache Bikes social profiles
Digital presenceMoustache Bikes financial estimates
Financial estimateRevenue estimate
Valuation estimate
Moustache Bikes leadership team
Management profileNumber of profiles
Profiles3 records
Moustache Bikes funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Moustache 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 Moustache Bikes
What does Moustache Bikes do?
Moustache Bikes designs, develops, assembles, and distributes a comprehensive range of electrically-assisted bicycles (VAE) across 14 product families and approximately 69 models, including urban, versatile/trekking, cargo, SUV, eMTB, gravel, road, fat, tandem, and kids categories. The company integrates Bosch motors across its entire range and also produces compatible accessories such as panniers, passenger seats, footrests, and frame customization kits. Bikes are sold primarily through a global authorized dealer network in more than 25 countries, supported by a dedicated B2B portal for dealers and distributors.
Is Moustache Bikes a public or private company?
Moustache Bikes is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Moustache Bikes founded?
Moustache Bikes was founded in 2012. It employs 51 to 100 people.
Where is Moustache Bikes based?
Moustache Bikes is headquartered in Golbey, France, in the Europe region.
How does Moustache Bikes make money?
Three revenue lines are on record. Electric Bicycle Sales are the primary driver. The others are accessories and Spare Parts and B2B Professional Services.
Who are Moustache Bikes's main competitors?
Direct peers on record are Canyon, Haibike, Kalkhoff, Gazelle, Cube Bikes and Riese & Müller. Broad incumbents are Specialized, Trek and Giant Bicycles. Lapierre is listed as a regional player.
Does Moustache Bikes have an API?
No public API is recorded for Moustache Bikes.
What industry is Moustache Bikes in?
Moustache Bikes's product category is Electric Bicycles. Its primary akta.pro industry code is CRACASAA, E-Bikes & Electric Bicycles, with a secondary code of CRAMAHAE, E-Bike Retail. Its NAICS code is 336991 and its SIC code is 3751.