Merida & Centurion Germany

Name

Merida & Centurion Germany

Legal name

MERIDA & CENTURION Germany GmbH

Website

https://mcg-parts.de

Company type

Private

Founded year

1976

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Bicycle Parts and Components Distribution

NAICS

Sporting and Recreational Goods and Supplies Merchant Wholesalers (423910), Footwear Merchant Wholesalers (424340)

SIC

Motorcycles, Bicycles & Parts (3751), Wholesale-Durable Goods (5000)

akta.pro primary industry

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

akta.pro secondary industries

Cycling & Micromobility Products Distribution (CRAOAJAF), Bike Parts & Components Retail (CRAMAHAB), Bike Apparel, Helmets & Protective Gear Retail (CRAMAHAC), Kids’ & Family Bike Retail (Youth, Trailers, Seats) (CRAMAHAG)

Keywords

• Bicycle parts distribution
• Premium bike brands
• E-bike dealer supply
• Cycling components wholesale
• MTB road accessories

Headquarters

HQ city

Magstadt

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Bicycle Parts and Components Sales: Revenue is generated through the sale of bicycle parts, components, accessories, and complete bicycles through their e-commerce platform. The company acts as a distributor for multiple branded bicycle parts manufacturers.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

Merida & Centurion Germany GmbH operates the MCG Parts Shop e-commerce platform as the exclusive German distributor of MERIDA and CENTURION bicycles and a multi-brand catalog of bicycle parts, components, accessories, e-bikes, lubricants, tools, and apparel sourced from approximately 36 premium manufacturers (DT Swiss, JAGWIRE, Hayes, FSA, TEKTRO, TRP, SwissStop, SCHWALBE, Selle San Marco, MOTOREX, TUNAP SPORTS). Offerings are sold to specialist bicycle dealers/workshops (B2B) and end consumers (B2C), supported by branded Parts-Finder compatibility tools and a workshop upgrade program (MCG Werkstatt).

Product overview

MCG Parts Shop is the B2B/B2C e-commerce platform operated by Merida & Centurion Germany GmbH (MCG), exclusively distributing MERIDA and CENTURION bicycles and stocking a broad portfolio of third-party bicycle parts, components, accessories, and e-bikes from approximately 38 brands for specialist dealers and workshops in Germany. The core offering is the online store (MCG Parts Shop), complemented by Parts-Finder tools for DT Swiss, FSA, JAGWIRE, Old Man Mountain, SwissStop, The Robert Axle Project, and VISION, a workshop upgrade program (MCG Werkstatt), and a gravel content hub (MCG Gravel-Welt). Key branded product lines include Hayes Dominion T4 hydraulic disc brakes, Hayes D-Series rotors with MRC and QuickBite2 technologies, JAGWIRE bleed kits and brake rotors across Basic/Sport/Pro/Elite tiers, TUNAP SPORTS and MOTOREX chain lubricants (award winners per cycling magazines), TRP/TEKTRO brake discs and tools, DT Swiss wheels, SCHWALBE tyres, Selle San Marco saddles, and FSA/VISION cockpit and drivetrain components. The company operates from Magstadt, Baden-Württemberg, Germany, under parent company MERIDA & CENTURION Germany GmbH.

Differentiator

Problem solved

Functional benefit

Products and services

• MCG Parts Shop (Online Store) Proprietary e-commerce platform serving as the company's core distribution channel; catalogs complete bicycles, e-bikes, parts, components, accessories, tools, and apparel from approximately 36 brands for specialist dealers and end consumers.
• MERIDA Bicycles Brand-level product line distributed exclusively in Germany through MCG Parts Shop; includes full-suspension and hardtail mountain bikes, road and fitness bikes, trekking and city bikes, and youth/kids bikes, alongside the LITHOS model.
• CENTURION Bicycles Brand-level product line distributed exclusively in Germany by MCG Parts Shop; includes replacement parts (frame bolts, screws, hardware for CENTURION models such as Country R LX, No Pogo R, Numinis R, Lhasa R) and the parent brand's bicycle range.
• DT Swiss Wheels and Components Distributed line of Swiss-made wheels, rims, spokes, hubs, and suspension components, including the ARC 1600 SPLINE Disc 50 mm; supported on-site by the DT Swiss Produkt Support Parts-Finder.
• JAGWIRE Brake and Cable Systems Distributed line of brake bleed kits (Basic, Sport, Pro Bleed, Elite Bleed), brake disc rotors (Pro LR1/LR2/LR3, Sport SR1/SR2), hydraulic brake hose sets, cable cutters, and Quick-Fit adapters; organized into Basic, Sport, Pro, and Elite performance tiers with Level 3/4 PRO and Level 4/4 Elite technology classifications.
• TRP and TEKTRO Brake Components Distributed line of TRP (Tektro Precision Components) and TEKTRO brake disc rotors (TR-17, TR-22, TR-25 Centerlock, TR-27, TR-29, TR-33, TR-35 Centerlock, TR-42, TR-45, TR-47 5-hole, TR-52, TR-53 6-hole), brake bleed kits, hydraulic hose kits, and brake levers including TR-25, TR-29, and RS series.
• Hayes D-Series Brake Disc Stainless steel brake rotor equipped with Modal Resonance Cancelation (MRC) technology to minimize noise and vibration and a QuickBite2 polished surface for maximum braking force; available in 6-hole and Centerlock mounts, 160–220 mm sizes.
• Hayes Dominion T4 Brake Four-piston hydraulic disc brake with an in-house manufactured Reynolds Carbon lever, titanium hardware, composite-Verbundmaterial reservoir cap, DOT 5.1 brake fluid, and adjustable lever reach and dead stroke; CNC-machined with laser-etched graphics.
• FSA and VISION Components Distributed line of Full Speed Ahead and VISION drivetrain, cockpit, and brake components including cranksets, bottom brackets, chainrings, handlebars (Gradient Riser Carbon 35), and brake discs (Afterburner, K-Force WE); supported by FSA EasyBottomBrackets, EasyChainrings, EasyHeadset, and Vision EasyHubs Parts-Finders.
• SwissStop Brake Products Distributed line of Swiss-manufactured brake pads and brake discs including Catalyst One Centerlock, Catalyst One 6-hole, Catalyst Race Centerlock, Catalyst Pro (6-hole and Centerlock), with select sizes featuring E-Bike Sensor Magnet compatibility; supported by the SwissStop Brake Pad Finder.
• SCHWALBE Tyres and Tubes Distributed line of German premium bicycle tyres and inner tubes offering clincher and tubular options for road, gravel, MTB, and trekking applications.
• Selle San Marco Saddles and Components Distributed line of Italian-manufactured saddles and components including the Shortfit Allroad (featured as newly available), race saddles, and comfort saddles.
• TUNAP SPORTS Chain Oil Ultimate Award-winning chain lubricant developed with BORA-hansgrohe, the German national track team, and partners Ghost, Rotwild, and Focus; tested against over 70 competitors with documented reductions in power loss and chain noise; corrosion-inhibiting additives; earned 'TESTSIEGER' in ROADBIKE magazine's Wet Lube comparison test.
• MOTOREX Chain Lube Products Distributed line of Swiss-manufactured chain oils and maintenance products including Chainlube Dry Conditions (awarded 'Preis-/Leistungs-Tipp' in ROADBIKE magazine's Dry Lube comparison test) and multi-purpose oils.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Twelve partnerships are on record, tiered core and flagship.

• DT SwisscoreTechnology or IntegrationDT Swiss is a premium Swiss manufacturer of bicycle components (wheels, spokes, hubs, rims) whose products are distributed through MCG Parts Shop. The partnership includes product support tools such as the DT Swiss Product Support finder on the MCG website.
• JAGWIREcoreTechnology or IntegrationJAGWIRE is a major supplier of bicycle cables, brake hoses, and bleeding tools. MCG Parts Shop distributes their full product range including brake pad finders, cable sets, and bleed kits. JAGWIRE products feature Level 3/4 PRO and Level 4/4 Elite technology classifications.
• HayescoreTechnology or IntegrationHayes Performance Systems is an American brake manufacturer whose products including the Dominion T4, L-Series brake discs, and related accessories are distributed through MCG Parts Shop.
• FSA (Full Speed Ahead)coreTechnology or IntegrationFSA Europe supplies bicycle components including cranksets, chainrings, handlebars, and brake discs. Their products including the Afterburner and K-Force brake disc lines are distributed through MCG Parts Shop.
• TEKTROcoreTechnology or IntegrationTEKTRO is a Taiwanese brake and component manufacturer whose products including brake discs (TR series), bleed kits, and brake levers are distributed through MCG Parts Shop.
• TRPcoreTechnology or IntegrationTRP (Tektro Racing Products) supplies high-end bicycle brakes, shifters, and components including the TR-25, TR-29, and RS series brake discs distributed through MCG Parts Shop.
• SwissStopcoreTechnology or IntegrationSwissStop is a Swiss manufacturer of brake pads and brake discs. Their Catalyst and BXP brake disc products are distributed through MCG Parts Shop, with some sizes featuring E-Bike Sensor Magnet compatibility.
• MERIDAflagshipTechnology or IntegrationMERIDA is one of the parent brands of Merida & Centurion Germany GmbH. MCG Parts Shop serves as a primary distributor for MERIDA bicycles including the LITHOS model and related merchandise.
• CENTURIONflagshipTechnology or IntegrationCENTURION is one of the parent brands of Merida & Centurion Germany GmbH. MCG Parts Shop serves as a primary distributor for CENTURION bicycles and original spare parts including frame bolts (BT series) and frame accessories.
• TUNAP SPORTScoreTechnology or IntegrationTUNAP SPORTS is a German manufacturer of bicycle lubricants and care products. Their Kettenöl Ultimate (Chain Oil Ultimate) won "TESTSIEGER" in ROADBIKE magazine's Wet Lube comparison test. Products include chain oils, multipurpose oils, and surface protection sprays.
• MOTOREXcoreTechnology or IntegrationMOTOREX is a Swiss manufacturer of lubricants and care products for bicycles. Their Chainlube Dry Conditions received "PREIS-/LEISTUNGS-TIPP" recognition in ROADBIKE magazine's Dry Lube comparison test.
• Selle San MarcocoreTechnology or IntegrationSelle San Marco is an Italian bicycle saddle manufacturer. MCG Parts Shop distributes their products including the Shortfit Allroad saddle which was featured as newly available.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Bike24: One of Germany's largest online cycling and bike parts retailers, headquartered in Dresden. Direct competitor to MCG Parts Shop with overlapping brand portfolio, B2B/B2C model, and similar target customers (workshops, dealers, end consumers).
• bike-components: German online specialist for high-end bike components and parts, headquartered in Mannheim. Closely comparable to MCG in catalog depth, premium brand mix (DT Swiss, Syntace, etc.), and dealer-focused service.
• Bike-Discount: Major German online cycling discounter covering complete bikes, parts, and accessories. Competes with MCG on price-led B2C and serves a similar dealer/workshop base on B2B terms.
• Brügelmann: Long-established German online bike and parts retailer (founded 1932), based in Cologne. Comparable to MCG as a multi-brand bicycle and components distributor with both retail and dealer channels.
• Hibike: Boutique German online retailer specializing in high-end bicycle components and tools. Comparable to MCG on premium parts assortment and dealer focus, though with a narrower brand portfolio.

Broad incumbents

• Chain Reaction Cycles: Global online cycling retailer headquartered in Northern Ireland, owned by WiggleCRC. Overlaps with MCG in components distribution and price-driven e-commerce, but operates at significantly larger international scale.
• Canyon Bicycles: Major German direct-to-consumer bike brand (Koblenz). Adjacent rather than direct competitor — sells own bikes and replacement parts — but competes for the same end-customer wallet share and uses a similar online-first distribution approach.

Emerging players

• Rose Bikes: German direct-to-consumer bicycle brand based in Bocholt, also selling parts and accessories. Comparable to MCG in Germany focus and parts catalog, but vertically integrated into own-brand bike manufacturing.
• Radon Bikes: German direct-to-consumer bike brand (Bonn) selling complete bikes and parts online. Comparable online-first, Germany-focused model, though narrower parts assortment than MCG's distributor-style catalog.

Others

• MERIDA Industry Co. Taiwanese parent/brand of MERIDA bicycles, of which MCG is the German distribution entity. Tied to MCG through brand ownership and exclusive distribution rights rather than as a market competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/merida-centurion-germany-gmbh

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 Merida & Centurion Germany