MXStore

What MXStore does

MXstore Pty Ltd is an Australian specialty e-commerce retailer founded in 2010 and headquartered in Burleigh Heads, Queensland, that operates mxstore.com.au, the company's flagship direct-to-consumer store for motocross and dirt bike gear, parts, and accessories. The company self-describes as Australia's largest online dirt bike gear, parts and accessories store, stocking 100,000+ products across 70+ brands including Fox, Alpinestars, O'Neal, Bell, Airoh, and Troy Lee Designs, organized into categories such as riding gear, protective equipment, bike parts, accessories, luggage, lifestyle apparel, and adventure gear. A single Gold Coast warehouse functions as the primary distribution center and physical showroom, supporting same-day pick/pack/ship, click-and-collect, and walk-in retail; international shipping is offered via a Premium Express Shipping option.

The business model is a straightforward DTC e-commerce retailer with a physical showroom overlay. Revenue is generated primarily through one-time online sales of branded motocross and dirt bike merchandise, supplemented by a digital gift voucher program ($25–$500 denominations, 3-year expiry) redeemable online, in-store, or by phone. Marketing is predominantly content- and community-led: an extensive blog covering buying guides, how-tos, race coverage, and product releases; sponsorships of racing teams and events (JPM Kawasaki MX2, Team Australia at MXON and ISDE, Australian Enduro Championship, Battle In The Bush); and pro-rider partnerships (Jack Miller, Senna Agius, the Lawrence brothers). A related sub-brand, ROADstore (roadstore.com.au), addresses road motorcycle gear, indicating a horizontal extension beyond pure motocross.

The company is privately held, bootstrapped, and founder-owned with no disclosed institutional funding, parent company, or public market listing. No patents, regulatory actions, or management team details are publicly disclosed. Operational scope is primarily Australia, with limited international fulfillment; the company reports a 1.2 million lifetime customer base and ships from a single Queensland warehouse.

Name

MXStore

Legal name

MXstore Pty Ltd

Website

https://mxstore.com.au

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

101–250 employees

Short description

MXstore Pty Ltd is an Australian direct-to-consumer e-commerce retailer founded in 2010, operating Australia's largest online specialty store for motocross and dirt bike gear, parts, and accessories from a single Gold Coast warehouse with a physical showroom and click-and-collect service.

Ownership category

akta.pro rank

NAICS

Motorcycle, ATV, and All Other Motor Vehicle Dealers (441227), Sporting Goods Retailers (45911), Automotive Parts and Accessories Retailers (44133)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Off-Road & MX Gear Retail (Dirt Bike/Motocross/Enduro) (CRAMANAG)

akta.pro secondary industries

Motorcycle Riding Gear & Apparel Retail (CRAMANAA), Bike Apparel, Helmets & Protective Gear Retail (CRAMAHAC), Bike Parts & Components Retail (CRAMAHAB), ATV/UTV (Side-by-Side) Riding Gear Retail (CRAMANAH)

Keywords

• Motocross gear retail
• Dirt bike parts
• Motorcycle accessories
• Protective riding gear
• Off-road riding apparel

Headquarters

HQ city

Gold Coast

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Retail E-commerce Sales: Primary revenue stream through online sales of motocross gear, parts, accessories, and lifestyle products. Sells directly to consumers via website with options for in-store pickup or shipping. Offers gift vouchers as additional product line.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

MXStore is an Australian direct-to-consumer online retailer that sells motocross and dirt bike gear, parts, and accessories from 70+ brands via the mxstore.com.au website, supplemented by a physical showroom in Burleigh Heads, Queensland. The catalog spans protective gear, bike parts, bike accessories, luggage, lifestyle and apparel, adventure gear, and gift vouchers, with same-day pick/pack/ship fulfillment and free shipping on orders over $20.

Product overview

MXStore is Australia's largest online dirt bike gear, parts & accessories store operating from a Gold Coast warehouse. The business offers a unified e-commerce platform with multiple integrated product lines: motocross gear for adult, women's, and kids riders; protective equipment including helmets, boots, goggles, and body armour; comprehensive bike parts and accessories; luggage and lifestyle apparel; adventure riding gear; and gift vouchers. The store stocks over 100,000 products across 70+ top brands including Fox, Alpinestars, O'Neal, Bell, Airoh, and Troy Lee Designs. Additional services include a dedicated deals section (MX Deals), free click-and-collect from their showroom, My Garage bike personalization, and a sister site for road motorcycle gear (ROADstore).

Differentiator

Problem solved

Functional benefit

Brands

• ROADstore: A related brand operated by the same entity for motorcycle/road bike gear, accessible at roadstore.com.au

Segments2 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered core and minor.

• JPM KawasakicoreGTM or Marketing Partner · 1 June 2026MXStore joined JPM Kawasaki for the 2026 season as a sponsor of Kawasaki Australia's official MX2 squad.
• AdventureMotominorStrategic or Co-development Partner · 1 April 2026MXStore joined forces with AdventureMoto to provide premium ADV gear and expertise.
• Senna AgiusminorGTM or Marketing Partner · 1 April 2026Senna Agius partnered with MXstore and Roadstore for RideMore program.
• Jack MillercoreGTM or Marketing Partner · 1 March 2026Jack Miller partnered with MXstore & Roadstore for RideMore program, featuring professional rider endorsement.
• AlpinestarscoreGTM or Marketing PartnerOngoing partnership featuring Jett and Hunter Lawrence wearing Alpinestars gear; MXstore supports latest Alpinestars MX range releases.
• Team Australia (Motocross of Nations)coreGTM or Marketing PartnerMXstore supports Team Australia at MXON events, backing Jett Lawrence, Hunter Lawrence and team.
• Team Australia (ISDE)coreGTM or Marketing PartnerMXstore backs Team Australia at International Six Days Enduro (ISDE) events.
• Australian Enduro ChampionshipminorGTM or Marketing PartnerMXstore is presenting sponsor of the 2026 Yamaha Australian Enduro Championship.
• World Supercross ChampionshipminorGTM or Marketing PartnerMXstore partnered with World Supercross Championship 2024 event held in Perth.
• Thriller Motorsports Race TeamminorGTM or Marketing PartnerMXstore is a sponsor of the Thriller Motorsports race team and built Jack Miller's YZ125 bike build.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• 24MX: European e-commerce retailer specializing in motocross, enduro and off-road gear, parts and accessories with international shipping. Comparable product catalog, DTC model and motocross focus though primarily serving EU markets.
• MotoSport: US online retailer of motorcycle and ATV parts, gear and accessories including strong motocross assortment. Comparable category mix and DTC e-commerce model though serving a North American customer base.
• AMX Superstores: Australian motocross superstore chain with both online and physical retail presence selling MX gear, parts and accessories. Directly competes with MXStore for the same Australian rider base across both apparel and parts categories.
• Sportsbikeshop: UK motorcycle gear, parts and accessories e-commerce retailer with extensive motocross/off-road range. Comparable category mix and DTC model, with international shipping overlap into English-speaking markets.
• BikeBandit: US online retailer focused on motorcycle and ATV parts, OEM replacements and accessories. Comparable in aftermarket parts breadth though more parts-heavy than MXStore and US-domestic.
• Chaparral Motorsports: US powersports superstore with both online and large physical retail footprint covering motorcycles, dirt bikes, ATVs and related gear/parts. Comparable in catalog breadth and omnichannel model though US-focused.
• Rocky Mountain ATV/MC: Large US-based powersports e-commerce retailer specializing in dirt bike, ATV and UTV parts, gear and accessories. Comparable business model (DTC e-commerce + showrooms) and overlapping product categories, but operating in a different geographic market.

Broad incumbents

• Cycle Gear: US chain of motorcycle apparel and gear stores with online presence (owned by Comoto alongside RevZilla). Overlaps with MXStore on riding gear, helmets and accessories across a broader motorcycle segment.
• RevZilla: Major US online retailer of motorcycle gear, parts and accessories (owned by Comoto Holdings). Overlaps with MXStore on motorcycle apparel, helmets and accessories but broader across street/cruiser segments; sets a benchmark for content-driven motorcycle e-commerce.

Regional players

• MX1 Australia: Australian motocross and dirt bike retailer offering gear, parts and accessories online. Smaller competitor within the same Australian market; comparable product set but lower scale than MXStore.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/mxstore
• Facebookfacebook.com/mxstore
• LinkedInlinkedin.com/company/mxstore

Revenue estimate

Valuation estimate

Number of profiles

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 MXStore