Fuchs-Movesa

What Fuchs-Movesa does

Fuchs-Movesa AG, operating under the trade name FUMO, is a Switzerland-based B2B wholesale distributor of bicycle components, accessories, apparel, and workshop equipment, founded in 1996 and headquartered in Lupfig, Canton Aargau. The company serves professional bicycle retailers and dealers throughout Switzerland exclusively, with no direct-to-consumer sales. It distributes more than 50 international brands — including Shimano, Fox, Continental, Schwalbe, Lazer, Bosch eBike Systems, ABUS, SKS, Vittoria, Ergon, Knog, and MOTOREX — across seven product categories: E-Bike components, traditional components, tires and wheels, apparel and equipment, general accessories, sales support, and workshop supplies.

The company operates a dealer-facing e-commerce platform (FUMO Shop) accessible via an approval-based login, through which registered dealers place wholesale orders at exclusive 'Händlerpreise' (dealer prices) denominated in Swiss francs and excluding 8.1% VAT. Payment terms are 30 days net or 2% discount for direct debit. The technology stack supporting this includes Freshworks CRM, Mailchimp and MailerLite for email marketing, Datatrans and Worldline for payments, Google Cloud and METANET for hosting, Microsoft Power Automate and Zapier for workflow automation, and Calenso and Doodle for appointment scheduling, with Microsoft Teams and Zoom for internal communications.

Fuchs-Movesa generates revenue through hardware sales on a transactional, take-rate basis, with pricing differentiated between Recommended Retail Prices (UVP, VAT-inclusive) and Dealer Prices (HP, VAT-exclusive). The company is privately held, employs 101-250 people, and is led by Managing Director (Geschäftsführer) Richard Merz. Active product launches, ongoing brand portfolio expansion (most recently Kärcher in 2026), and an active dealer-engagement marketing program indicate continuous but incremental portfolio growth within a stable Switzerland-only dealer channel.

Name

Fuchs-Movesa

Legal name

Fuchs-Movesa AG

Website

https://fuchs-movesa.ch

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

101–250 employees

Short description

Fuchs-Movesa AG (FUMO) is a Switzerland-based B2B wholesale distributor that supplies 50+ international bicycle component and accessory brands — including Shimano, Fox, Bosch eBike Systems, and Continental — exclusively to professional bicycle retailers across Switzerland via its FUMO Shop dealer portal.

Ownership category

akta.pro rank

Product category

Bicycle Wholesale Distribution

NAICS

Sporting and Recreational Goods and Supplies Merchant Wholesalers (423910)

SIC

Wholesale-Misc Durable Goods (5090)

akta.pro primary industry

Cycling & Micromobility Products Distribution (CRAOAJAF)

Keywords

• Bicycle wholesale distribution
• Cycling components supply
• Bicycle parts distribution
• E-bike systems supply
• Bike accessories wholesale

Headquarters

HQ city

Aarau

HQ country

Switzerland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Bicycle Parts and Accessories Wholesale: Fuchs-Movesa AG generates revenue through wholesale distribution of bicycle components, accessories, clothing, and equipment to bicycle retailers. The company acts as an authorized distributor for over 50+ brands including Shimano, Fox, Continental, Schwalbe, Lazer, Bosch eBike Systems, and others. Revenue is generated through product sales at dealer prices (Händlerpreise/HP) exclusive of 8.1% VAT, with payment terms of 30 days net or 2% discount for LSV/direct debit.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Fuchs-Movesa AG (FUMO) is a Swiss wholesale distributor of bicycle components, accessories, apparel, and workshop equipment, operating the FUMO Shop dealer portal for B2B ordering. The company distributes over 50 international brands including Shimano, Fox, Continental, Schwalbe, Bosch eBike Systems, Lazer, and ABUS to professional bicycle retailers throughout Switzerland. Revenue is generated through product sales at exclusive dealer prices (HP, exclusive of 8.1% VAT), with payment terms of 30 days net or 2% discount on direct debit.

Product overview

Fuchs-Movesa AG (FUMO) is a Swiss wholesale distributor of bicycle components, accessories, and cycling equipment operating an e-commerce platform. The product portfolio consists of seven main product categories: (1) E-Bike Komponenten - e-bike specific components including motors, displays, batteries, and chargers; (2) Bekleidung & Ausrüstung - cycling apparel, helmets, shoes, glasses, backpacks, and nutrition; (3) Komponenten - traditional bicycle parts including drivetrain, brakes, suspension, and cockpit components; (4) Reifen & Räder - tires and wheels including tubes and accessories; (5) Velozubehör - general bike accessories including lighting, locks, fenders, bags, and bike computers; (6) Verkaufsunterstützung - sales support tools including fitting systems and store fixtures; and (7) Werkstatt - workshop equipment including tools, cleaning products, and stands. The company distributes over 50 international brands including Shimano, FOX, Schwalbe, Continental, Lazer, Bosch eBike Systems, ABUS, SKS, Vittoria, and PRO Bike Gear. FUMO operates primarily as a B2B wholesale supplier to bicycle retailers in Switzerland, with an e-commerce shop accessible to registered dealers.

Differentiator

Problem solved

Functional benefit

Products and services

• FUMO Shop (B2B Dealer Portal)
• FUMO E-Bike Komponenten (E-Bike Components)
• FUMO Komponenten (Bicycle Components) Wholesale product category of traditional bicycle components including drivetrain (cassettes, chains, chainrings, hubs, shifters, bottom brackets), brakes (rim, roller, disc), forks and shocks, handlebars and stems, pedals, seat posts, electronic shifting accessories, tools, and related items. Brands include Shimano and Fox.
• FUMO Reifen & Räder (Tires & Wheels) Wholesale product category of bicycle tires and wheels including rim tape, wheels, axles, cones, tires for all mountain, city/trekking, cross-country, downhill, gravel and road disciplines, tubes with various valve types, and tire accessories. Distributed brands include Continental, Schwalbe, and Vittoria.
• FUMO Bekleidung & Ausrüstung (Apparel & Equipment) Wholesale product category of cycling apparel and equipment including jerseys, shorts, jackets, underwear, cycling shoes, leisure shoes, helmets, sport glasses and accessories, backpacks, hydration systems, nutrition, body care, textile care, and wellness/beach products. Brands include Lazer, Colmar, and AGU.
• FUMO Velozubehör (Bike Accessories) Wholesale product category of general bike accessories including storage and transport (bags, stands, racks), lighting (dynamo, front, rear, light sets, reflectors, headlamps), bottle cages, grips and bar tape, home trainers, child seats and trailers, pumps, mirrors, saddles, locks, fenders, bags and baskets, and bike computers (GPS, wired, wireless, smartphone mounts).
• FUMO Verkaufsunterstützung (Sales Support) Wholesale product category providing retailers with sales support tools including bike fitting and shoe fitting measurement systems, clothing displays, catalogs, store fixtures, and promotional materials to help bicycle shops merchandise and sell the distributed products.
• FUMO Werkstatt (Workshop) Wholesale product category of workshop equipment and consumables for bicycle shops, including workshop clothing, shop fixtures, cleaning and care products, lubricants, greases and oils, assembly and truing stands, fork oil, tape, cable ties, screws, threadlocker, and a broad range of bicycle tools (pullers, pneumatic tools, bleeding tools, fork and shock tools, chain tools, gauges, minitools, tire levers, press tools, wrenches, cutting tools, pliers). Brands include MOTOREX, Unior, and BiciSupport.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration15 records

Partnerships

18 partnerships are on record, tiered core and minor.

• ShimanocoreChannel Partner/ Reseller/ DistributorShimano is a leading Japanese manufacturer of bicycle components and one of the primary brand partnerships. Fuchs-Movesa distributes Shimano products including drivetrains, brakes, pedals, and electronic shifting systems (Di2) to Swiss bicycle retailers.
• FoxcoreChannel Partner/ Reseller/ DistributorFox is a major manufacturer of suspension components including forks and shocks. Fuchs-Movesa distributes Fox products to Swiss bicycle dealers, with dedicated support for warranty claims and technical inquiries.
• ContinentalcoreChannel Partner/ Reseller/ DistributorContinental manufactures bicycle tires and is a key brand partnership for Fuchs-Movesa, distributing the Grand Prix 5000 series and other tire lines to Swiss retailers.
• SchwalbecoreChannel Partner/ Reseller/ DistributorSchwalbe is a leading bicycle tire manufacturer. Fuchs-Movesa distributes Schwalbe products including the Eddy Current and other mountain bike and trekking tires.
• Bosch eBike SystemscoreChannel Partner/ Reseller/ DistributorBosch is a leading e-bike drive system manufacturer. Fuchs-Movesa distributes Bosch e-bike components including motors, batteries (PowerPack), displays, and accessories for e-bike systems.
• LazercoreChannel Partner/ Reseller/ DistributorLazer is a Belgian helmet manufacturer known for KinetiCore technology. Fuchs-Movesa distributes Lazer helmets including road, MTB, and lifestyle helmets.
• ABUScoreChannel Partner/ Reseller/ DistributorABUS is a German manufacturer of security products including bicycle locks, helmets, and safety equipment. Fuchs-Movesa distributes ABUS security and safety products.
• SKScoreChannel Partner/ Reseller/ DistributorSKS is a German manufacturer of bicycle accessories including pumps, fenders, and tools. Fuchs-Movesa distributes SKS products for workshop and accessories categories.
• VittoriacoreChannel Partner/ Reseller/ DistributorVittoria is an Italian manufacturer of bicycle tires and graphene-enhanced rubber products. Fuchs-Movesa distributes Vittoria tires including the Air-Liner tire inserts.
• ColmarminorChannel Partner/ Reseller/ DistributorColmar is an Italian sportswear brand offering cycling clothing. Fuchs-Movesa distributes Colmar cycling apparel to Swiss retailers.
• KärcherminorChannel Partner/ Reseller/ DistributorKärcher is a German manufacturer of cleaning equipment. Fuchs-Movesa has expanded its portfolio to include Kärcher outdoor cleaning solutions suitable for bicycle maintenance.
• ErgonminorChannel Partner/ Reseller/ DistributorErgon specializes in ergonomic grips, saddles, and accessories for bicycles. Fuchs-Movesa distributes Ergon comfort and performance products.
• KnogminorChannel Partner/ Reseller/ DistributorKnog is an Australian brand known for innovative bicycle lights, locks, and accessories with distinctive design. Fuchs-Movesa distributes Knog products.
• MilremominorChannel Partner/ Reseller/ DistributorMilremo is an e-bike brand. Fuchs-Movesa distributes Milremo e-bike products in Switzerland.
• MonkeyLinkminorChannel Partner/ Reseller/ DistributorMonkeyLink offers magnetic accessory mounting systems for bicycles. Fuchs-Movesa distributes MonkeyLink mounting solutions.
• MOTOREXcoreChannel Partner/ Reseller/ DistributorMOTOREX is a Swiss manufacturer of lubricants and care products for bicycles. Fuchs-Movesa distributes MOTOREX workshop and maintenance products.
• PRO Bike GearminorChannel Partner/ Reseller/ DistributorPRO Bike Gear offers bicycle components and accessories. Fuchs-Movesa distributes PRO products including Selectors fitting systems.
• SP ConnectminorChannel Partner/ Reseller/ DistributorSP Connect offers smartphone mounting solutions for bicycles. Fuchs-Movesa distributes SP Connect mounting systems.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Veloplus GmbH: Large German-based multi-channel bicycle parts retailer and mail-order distributor with deep inventory across components, apparel and accessories. Directly comparable business model to Fuchs-Movesa as a multi-brand parts distributor serving the DACH cycling trade, differing mainly by lead market and online front-end scale.
• Brügelmann GmbH: Long-established German bicycle parts wholesaler serving IBDs and dealers with multi-brand catalogs in components, wheels, tires and workshop equipment. Highly comparable to Fuchs-Movesa's B2B wholesale model and tier-1 brand portfolio.
• Bike24 Holding GmbH: Frankfurt-listed European bicycle parts retailer-distributor combining B2C e-commerce with B2B dealer supply across thousands of SKUs from Shimano, Continental and other tier-1 brands. Closely comparable to Fuchs-Movesa's mix of multi-brand distribution and a digital ordering front-end.
• ZEG eG: Germany's largest bicycle purchasing cooperative for independent bike dealers, centralizing sourcing, marketing and brand distribution (including premium brands) for hundreds of IBDs. Comparable as a bicycle-focused distribution and dealer-services organization.
• Hartje GmbH & Co. KG (HG Sports Group): German family-owned sports and bicycle wholesaler distributing complete bikes, parts and accessories to IBDs and sporting goods retailers across Central Europe. Closely comparable in terms of multi-brand distribution and dealer-channel focus.
• Chain Reaction Cycles (CRC) / Wiggle: Online bicycle and parts distributor with warehouses in UK/Ireland and global shipping across tier-1 component brands (Shimano, SRAM, Fox, Continental). Comparable as a major multi-brand cycle parts distributor, though primarily B2C/retail rather than dealer-only.

Regional players

• Halfords Group plc: UK-listed cycling and motoring retailer with its own distribution operations and large cycling service footprint. Comparable in vertical scope (parts + service) but UK-focused and IBD-distinct rather than dealer-distributor model.

Broad incumbents

• Decathlon SA: Global sporting goods retailer with private-label and tier-1 cycling brands, proprietary bikes and large distribution infrastructure. Comparable as a broad sporting/cycling distributor but operating at much larger scale across many categories.

Others

• Shimano Inc. World's largest bicycle component manufacturer and key supplier to Fuchs-Movesa. Included as a counterparty; any direct-to-dealer or selective distribution shift by Shimano would materially affect the FUMO business model.
• Bosch eBike Systems: Premium e-bike drive system manufacturer (motors, batteries, displays) and core e-bike supplier to Fuchs-Movesa. Important as the upstream principal driving FUMO's fastest-growing product category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCTiJVOA7RSQCGHBeJ88UryQ
• Facebookfacebook.com/Fuchsmovesa
• LinkedInlinkedin.com/company/fuchs-movesa-ag
• Instagraminstagram.com/fuchsmovesa

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Fuchs-Movesa