Quoc

What Quoc does

QUOC is a London-based designer and retailer of premium cycling footwear, founded in 2009 by Quoc Pham after frustration with everyday shoes being damaged by pedal cages during his commutes. The company operates across three primary product categories: gravel shoes (Gran Tourer XC, Gran Tourer XC Lace, Gran Tourer III, Gran Tourer II), road shoes (M3 Pro, M3 Air, M Pro Lace, M3 Sport, Motion, Escape Road Lace), and lifestyle products (Lala Slide sandals, apparel). Its technical platform centres on 16 years of hand-sculpted shoe lasts, the proprietary QUOC Tech Dial III closure system, carbon-nylon midboards with precision-moulded TPU lugs, and in-house clay-moulded outsole development.

The business model is primarily direct-to-consumer e-commerce through quoc.cc, supplemented by selective wholesale distribution across 300+ premium cycling retailers on every continent. Products are priced in the premium segment ($200-$450 for shoes, $14-$130 for accessories), with free standard shipping over $200 and free returns on full-price items. QUOC generates revenue entirely through one-time hardware sales of footwear, accessories (socks, overshoes, bottles, replacement parts), limited lifestyle items, and a 2026 Brand Book release. Marketing relies on content storytelling via a Stories blog, professional athlete endorsements (Tour de France winner Geraint Thomas, 2025 Gravel World Champion Florian Vermeersch), and collaboration capsules with complementary brands including MAAP and SMITH.

The company is privately held by founder Quoc Pham, employs 11-50 people, and has not disclosed external institutional funding. Its customer base spans performance road cyclists, gravel and adventure riders, bikepackers, and style-conscious lifestyle consumers. The brand is differentiated by its intersection of performance engineering, walkable traction, and elevated aesthetics, certified as a 1% For The Planet member in 2024 and recognised in the GQ Fitness Awards 2024.

Name

Quoc

Legal name

QUOC

Website

https://quoc.cc

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

QUOC is a London-founded cycling footwear brand (est. 2009) designing and selling premium road, gravel, and lifestyle shoes directly online and through 300+ global retailers, serving performance cyclists and style-conscious riders via proprietary dial closure systems and hand-sculpted lasts.

Ownership category

akta.pro rank

Product category

Cycling Footwear

NAICS

Footwear Manufacturing (3162), Shoe Retailers (45821), Shoe Retailers (458210)

SIC

Motorcycles, Bicycles & Parts (3751), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Cycling & Bike Retail (Sales, Service & Accessories) (CRAMABAH)

akta.pro secondary industries

Bike Parts & Components Retail (CRAMAHAB), Bike Fit, Performance & Training Retail/Studios (CRAMAHAI)

Keywords

• Premium cycling shoes
• Gravel cycling footwear
• Road cycling shoes
• Cycling apparel accessories
• Direct-to-consumer footwear

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Cycling Footwear Sales: One-time hardware sales of premium cycling shoes across gravel, road, and lifestyle categories. Products are sold directly through e-commerce and through 300+ wholesale partner stores globally.
2. Accessories & Apparel: Socks, bottles, overshoes, toe covers, replacement parts, and lifestyle products sold alongside core footwear
3. Brand Book Sales: The 2026 QUOC Brand Book is available for purchase as a lifestyle/collector item

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Quoc designs, develops, and sells premium cycling footwear across three categories — gravel, road, and lifestyle — along with complementary cycling accessories (socks, overshoes, bottles, replacement parts) and limited-edition brand collaborations. The shoes are built on 16+ years of hand-sculpted lasts and feature proprietary closure systems (QUOC Tech Dial III, lace closures) with carbon fibre and carbon-nylon midsoles for performance riding. Distribution is primarily through the brand's own e-commerce store at quoc.cc plus a wholesale network of more than 300 specialty cycling retailers worldwide.

Product overview

QUOC is a cycling footwear brand offering a focused portfolio of performance cycling shoes across three primary categories: Gravel (Gran Tourer XC, Gran Tourer XC Lace, Gran Tourer III, Gran Tourer II), Road (M3 Pro, M3 Air, M Pro Lace, M3 Sport, Motion, Escape Road Lace), and Lifestyle (Lala Slide sandals). The collection is complemented by a comprehensive accessories range including cycling socks (Pro Series, Signature Merino, All Road, Performance Road, All Season Merino, Extra Fine Merino Tech Wool), shoe care and spare parts (replacement dial closures, heel pads, cleats, toe covers, overshoes), water bottles, and apparel. QUOC also offers two branded collaborations: SMITH x QUOC (helmets, sunglasses, gravel socks, shoes) and MAAP x QUOC (gravel and road shoes). The brand's product architecture centers on proprietary innovations including the QUOC Tech Dial closure system, All-Terrain Performance Tread, and hand-sculpted lasts developed over sixteen years, with products available across multiple closure types (dial, lace, hybrid) to serve different riding preferences from performance racing to adventure bikepacking.

Differentiator

Problem solved

Functional benefit

Products and services

• Gran Tourer XC

Quantifiable outcome

• 4.42/5 average customer rating based on 605 reviews
• +2 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

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

• Ineos Grenadiers / Geraint ThomasflagshipGTM or Marketing Partner · 1 January 2023Signed World Tour rider and Tour de France winner Geraint Thomas to the team in 2024, with QUOC shoes worn by team riders including Artem Shmidt.
• 1% For The PlanetcoreOthers · 1 January 2002Co-founded by Patagonia's Yvon Chouinard in 2002, 1% for the Planet brings together businesses committed to environmental protection. QUOC dedicates 1% of annual revenue to organisations protecting natural resources and supporting cycling access initiatives.
• MAAPcoreStrategic or Co-development PartnerMAAP x QUOC collaboration producing limited edition gravel and road cycling shoes. The partnership combines MAAP's signature aesthetic with QUOC's performance cycling footwear expertise. Products include MAAP x QUOC Gran Tourer XC (Graphite) at $330 and MAAP x QUOC M3 Pro (multiple colourways) at $450.
• SMITHcoreStrategic or Co-development PartnerSMITH x QUOC Strata Capsule collaboration featuring gravel shoes, socks, sunglasses, and helmets. The collection brings together SMITH's protection and optics legacy with QUOC's cycling footwear heritage, inspired by tactile layers that shape landscapes and journeys.
• Sierra Leone Cycling FoundationminorStrategic or Co-development PartnerQUOC supports Sierra Leone Cycling Foundation by donating shoes to athletes competing on the international stage, supporting development of cycling in West Africa.
• Herne Hill VelodromeminorStrategic or Co-development PartnerQUOC provides grassroots support at London's Herne Hill Velodrome, contributing to community cycling development and making the sport accessible to new riders.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Market position

Strengths5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xtwitter.com/quoc
• YouTubeyoutube.com/@quoc
• Facebookfacebook.com/quocshoes
• LinkedInlinkedin.com/company/quocshoes
• Instagraminstagram.com/quoc.cc

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

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 Quoc