Reid Cycles
Reid Cycles is an Australian direct-to-consumer bicycle retailer that designs and sells its own brand of bikes across seven categories plus a broad accessories catalog via e-commerce, physical stores, and an international storefront serving 35+ countries.
- Company typePrivate
- Founded2009
- HeadquartersDandenong, Australia
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Reid Cycles does
Reid Cycles is an Australian direct-to-consumer bicycle retailer that designs, manufactures, and distributes its own line of bicycles alongside a broad accessories, parts, and clothing catalog. The company sells through a Shopify-powered e-commerce platform (reidcycles.com.au) with international reach via a dedicated Reid Bikes storefront (reidbikes.com) to over 35 countries, complemented by Australian physical retail stores that provide test rides and fitting services. Its core product portfolio spans seven bike categories — vintage cruisers, commuters, electric bikes, mountain bikes, road and gravel bikes, kids bikes, and women's specific design (WSD) bikes — with a catalog of approximately 460 products. Bikes are assembled using third-party branded components, primarily Shimano gearing and drivetrains and FSA performance parts, rather than proprietary technology platforms; electric models integrate motor and battery systems.
The company's business model is built on a DTC value proposition: minimal overheads allow competitive retail pricing ranging from under $300 for entry-level and kids bikes to over $2,500 for premium eBikes, supported by frequent promotional discounts, free shipping over $149 AUD, lifetime warranty on frames and forks, two-year parts warranty, and a 30-day online test ride return policy. Customer segments are intentionally broad and horizontal, covering commuters, mountain and road/gravel enthusiasts, families, and electric-assist riders. The brand extends into B2B via a dedicated OEM division (oem.reidbikes.com) for fleet orders and has a Buy One Plant One sustainability initiative under which over 500,000 trees have been planted.
Reid Cycles positions itself as Australia's largest independent bike brand, operating as a privately held, unlisted company with no disclosed ownership, funding, or headcount details. Distribution combines owned-brand manufacturing, third-party brands such as Polygon and Marin, and a multi-channel marketing approach centered on educational content (buying guides), organic social, and email. Revenue, headcount, and founding date are not disclosed in the available data, and the company shows no evidence of AI/ML capability, proprietary technology platforms, patents, regulatory actions, or M&A activity.
Reid Cycles firmographics
Firmographics- Name
- Reid Cycles
- Legal name
- Reid Cycles
- Website
- https://reidcycles.com.au
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Reid Cycles is an Australian direct-to-consumer bicycle retailer that designs and sells its own brand of bikes across seven categories plus a broad accessories catalog via e-commerce, physical stores, and an international storefront serving 35+ countries.
- Ownership category
- akta.pro rank
Reid Cycles industry classification
Industry- Product category
- Bicycle Retail
- NAICS
- Motorcycle, Bicycle, and Parts Manufacturing (336991)
- SIC
- Motorcycles, Bicycles & Parts (3751), Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Bicycle Retail (New Bikes) (CRAMAHAA)
- akta.pro secondary industries
- E-Bike Retail (CRAMAHAE), Cycling & Bike Retail (Sales, Service & Accessories) (CRAMABAH), Bike Apparel, Helmets & Protective Gear Retail (CRAMAHAC), Bike Accessories Retail (Lights, Locks, Racks, Bags) (CRAMAHAD)
Keywords
Where Reid Cycles is headquartered
LocationHeadquarters
- HQ city
- Dandenong
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Reid Cycles business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure, Technology or R&D
Revenue model
- Bicycle Sales: Primary revenue stream from direct-to-consumer sales of bicycles across multiple categories including vintage, commuter, electric, mountain, road, and kids bikes. Sold through e-commerce platform with direct shipping to customers across Australia and internationally.
- Parts & Accessories Sales: Secondary revenue from cycling accessories including helmets, lights, locks, bags, pumps, tools, cleaning products, car racks, clothing, and bike components.
- Clothing & Apparel: Sales of cycling clothing including gloves, jerseys, shorts, jackets, socks, shoes, and glasses.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level Bikes Under $500 |
| Unit Pricing | Pay-as-you-go | Mid-range Bikes $500-$1,000 |
| Unit Pricing | Pay-as-you-go | Premium/Electric Bikes $1,000+ |
| Unit Pricing | Pay-as-you-go | Accessories & Components |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels4 records
Reid Cycles product offering
Product offeringCore offering
Reid Cycles designs, sources, and retails bicycles across vintage, commuter, electric, mountain, road, gravel, kids, and women's-specific-design categories, sold primarily through its own e-commerce platform and physical retail stores in Australia with international shipping to 35+ countries. The company supplements bike sales with a complete range of parts, accessories, and cycling apparel, and operates an OEM division for business and fleet buyers. Its Buy One Plant One program plants a tree for every bike sold, and a 30-day online test ride policy supports the online purchase experience.
Product overview
Reid Cycles is a direct-to-consumer bicycle retailer offering a comprehensive range of bikes and cycling accessories across multiple product lines. The core product portfolio includes seven main bike categories: Vintage Bikes & Cruisers (retro step-through frame bikes with modern components), Commuter/Hybrid Bikes (urban bikes for city riding in Value, Performance, Electric, and WSD variants), Electric Bikes (eBikes with motor assistance in Value, Performance, Mountain, Cargo, Vintage, and WSD options), Mountain Bikes (off-road bikes including Value MTB, Performance MTB, Full-Suspension, Electric MTB, Fat Bikes, and WSD), Road & Gravel Bikes (performance bikes for speed and mixed terrain including Flatbar variants and WSD options), Kids Bikes (from balance bikes to 24-inch bikes for ages 18 months to 11 years), and Women's Specific Design (WSD) Bikes (tailored geometry for women across multiple categories). The accessories range encompasses safety gear (helmets, lights, locks), carrying solutions (baskets, racks, bags, panniers, child seats), cycling technology (computers, trackers, phone mounts), maintenance (tools, pumps, cleaning supplies), transport (car racks, trailers), and complete clothing lines (gloves, jerseys, shorts, jackets, socks, shoes, glasses, body armour). Parts are available for all bike components including tyres, tubes, wheels, pedals, brakes, drivetrains, and controls. Additional offerings include Ex-Demo bikes at discounted prices, digital gift cards, and the Buy One Plant One sustainability initiative.
Differentiator
Problem solved
Functional benefit
Brands
- Reid Cycles: Primary Australian e-commerce brand selling bikes and accessories directly to consumers
- Reid Bikes
- Reid Bikes OEM
Products and services
- Vintage Bikes & Cruisers Retro-styled step-through frame bikes inspired by traditional Dutch-style cruisers, featuring modern components. Available in men's and ladies designs with options for 7-speed Shimano gearing or 3-speed Nexus internal hub gears.
- Commuter/Hybrid Bikes Urban bikes designed for city riding and daily commutes. Available in Value, Performance, Electric, and Women's Specific Design (WSD) variants.
- Electric Bikes (eBikes) eBikes with electric motor and battery assistance enabling riders to go further with less effort. Available in Value, Performance, Mountain, Cargo, Vintage, and WSD variants. Priced $1,199.99 to $2,599.99.
- Mountain Bikes Off-road bikes designed for trails and singletrack adventures. Available in Value MTB, Performance MTB, Full-Suspension, Electric MTB, Fat Bikes, and WSD variants.
- Road & Gravel Bikes Performance bikes for speed and endurance riding. Road bikes optimized for flat-out speed; Gravel bikes designed for mixed terrain and adventure riding. Includes Flatbar variants and WSD options, plus resold Polygon and Marin models.
- Kids Bikes Bikes designed for children from toddlers to pre-teens. Includes 12-inch balance/pedal bikes for 18 months to 4 years, 16-inch bikes for ages 4-6, 20-inch bikes for ages 6-9, and 24-inch bikes for ages 8-11.
- Women's Specific Design (WSD) Bikes Bikes designed specifically for women with tailored geometry and components. Includes WSD MTB, WSD Electric, and WSD Road variants.
- Ex-Demo Bikes Pre-owned or display bikes available at discounted prices.
- Cycling Parts & Accessories Comprehensive range of cycling accessories and replacement parts including helmets, lights, locks, baskets, racks, bags, panniers, child seats, computers, pumps, tools, cleaning products, car racks, trailers, tyres, tubes, wheels, pedals, saddles, drivetrains, brakes, and controls.
- Cycling Clothing & Apparel Cycling clothing line including gloves, head warmers, shorts, knicks, jerseys, jackets, socks, shoes, glasses, and body armour.
- Digital Gift Cards Electronic gift cards available for purchase.
- Reid Bikes OEM (B2B/Fleet) OEM division operating as an original equipment manufacturer for business and fleet bicycle orders.
Quantifiable outcome
- 500,000 trees planted through Buy One Plant One program
- +1 more outcomes
Companies that use Reid Cycles
Customer profileSegments6 records
Ideal customer profiles7 records
Reid Cycles technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
Reid Cycles partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and supporting.
- ShimanocoreReid Cycles equips many of their bikes with Shimano components including gearing systems (7-speed Shimano gearing on vintage bikes, Shimano Nexus internal hub gears), demonstrating a technology partnership for quality bike components.
- FSA (Full Speed Ahead)supportingSome Reid Cycles road bikes are equipped with FSA components, indicating a component supply partnership for performance bike parts.
- PolygonsupportingReid Cycles offers Polygon gravel bikes in addition to their own Reid brand, indicating a product supply partnership for expanded product range.
- MarinsupportingReid Cycles sells Marin brand bikes including the Marin Nicasio gravel bike, indicating a brand partnership for additional product offerings.
Scale indicators4 records
Recent moves5 records
Expansion highlights4 records
Reid Cycles competitors and assessment
Company assessmentDirect peers
- Polygon Bikes: Polygon is a value-oriented bicycle manufacturer selling across commuter, mountain, road, and e-bike categories through dealer and direct channels. Highly comparable to Reid in price positioning, broad category coverage, and Indonesian manufacturing base enabling value pricing.
- Marin Bikes: Marin is an established independent bicycle brand offering mountain, road/gravel, commuter, and e-bikes. Reid already resells Marin products, confirming direct comparability in product range, customer segments, and value-to-mid-tier pricing.
- Avanti Bikes: Avanti is a major Australian bicycle brand offering commuter, mountain, road, kids, and e-bikes with strong domestic retail presence. Direct competitor in the Australian market with overlapping categories and similar value-to-performance positioning.
- Apollo Bikes: Apollo is an Australian family-owned bicycle brand with a broad range including mountain, road, commuter, kids, and e-bikes. Competes directly with Reid in the Australian value and mid-tier segments with comparable product breadth.
Broad incumbents
- Decathlon: Decathlon is a global sporting goods retailer with a significant in-house bicycle range (Triban, Van Rysel, B'Twin) across all categories. Competes on price/value but with vastly greater scale, broader category coverage, and physical retail footprint.
- Trek Bicycle Corporation: Trek is one of the world's largest bicycle manufacturers offering road, mountain, e-bikes, and kids bikes through a global dealer network. Competes with Reid in the e-bike and road/gravel categories, though positioned at a premium price point.
- Giant Bicycles: Giant is the world's largest bicycle manufacturer with comprehensive road, mountain, e-bike (via Momentum), and kids offerings. Competes across Reid's full range at multiple price tiers with extensive global distribution.
- Specialized Bicycle Components: Specialized is a major premium bicycle and e-bike brand (including the Turbo e-bike line) with global dealer distribution. Comparable in e-bike category overlap with Reid but positioned at significantly higher price points.
Regional players
- BikeExchange: BikeExchange is an Australian cycling marketplace connecting consumers with bike retailers and brands. Relevant peer given Australian market focus and overlapping customer base, though operates as a marketplace rather than a direct retailer.
Emerging players
- Bicycles Online: Bicycles Online is an Australian online-only bicycle retailer selling value-to-mid-tier bikes with a similar DTC value proposition. Most direct peer in business model given the comparable online-only Australian positioning and similar product breadth.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Reid Cycles social profiles
Digital presenceReid Cycles financial estimates
Financial estimateRevenue estimate
Valuation estimate
Reid Cycles leadership team
Management profileNumber of profiles
Reid Cycles funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Reid Cycles 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 Reid Cycles
What does Reid Cycles do?
Reid Cycles designs, sources, and retails bicycles across vintage, commuter, electric, mountain, road, gravel, kids, and women's-specific-design categories, sold primarily through its own e-commerce platform and physical retail stores in Australia with international shipping to 35+ countries. The company supplements bike sales with a complete range of parts, accessories, and cycling apparel, and operates an OEM division for business and fleet buyers. Its Buy One Plant One program plants a tree for every bike sold, and a 30-day online test ride policy supports the online purchase experience.
Is Reid Cycles a public or private company?
Reid Cycles is a private company. It is classified as unknown and is currently operating.
When was Reid Cycles founded?
Reid Cycles was founded in 2009. It employs 11 to 50 people.
Where is Reid Cycles based?
Reid Cycles is headquartered in Dandenong, Australia, in the Oceania region.
How does Reid Cycles make money?
Three revenue lines are on record. Bicycle Sales are the primary driver. The others are parts & Accessories Sales and clothing & Apparel.
Who are Reid Cycles's main competitors?
Direct peers on record are Polygon Bikes, Marin Bikes, Avanti Bikes and Apollo Bikes. Broad incumbents are Decathlon, Trek Bicycle Corporation, Giant Bicycles and Specialized Bicycle Components. BikeExchange is listed as a regional player. Bicycles Online is listed as an emerging player.
Does Reid Cycles have an API?
No public API is recorded for Reid Cycles.
What industry is Reid Cycles in?
Reid Cycles's product category is Bicycle Retail. Its primary akta.pro industry code is CRAMAHAA, Bicycle Retail (New Bikes), with a secondary code of CRAMAHAE, E-Bike Retail. Its NAICS code is 336991 and its SIC code is 3751.