Messingschlager

What Messingschlager does

Messingschlager GmbH & Co. KG is a private German B2B wholesale distributor of bicycle parts, accessories, e-mobility products, and tools, operating under the trade name "The Bike Experience." From its headquarters in Baunach, Germany, the company maintains what it describes as Europe's largest stock of bicycle parts and accessories, comprising over 4,000 catalogued articles distributed exclusively to bicycle dealers and retailers. The operational footprint extends beyond Europe with supplementary warehouses in Asia and the USA and R&D presence in Europe and North America, while production is based in Asia.

The core infrastructure is a fully automated high-bay and small-volume warehouse in Baunach spanning over 14,000 square meters with more than 20,000 storage locations and a maximum height of 18 meters, enabling same-day dispatch. The product portfolio spans bicycle parts (brakes, forks, drivetrains, wheels, frames, tires, tubes), accessories (apparel, helmets, lighting, locks, pumps, child seats, bags, bells, trainers, mirrors, racks, trailers), tools and workshop equipment, and e-mobility solutions featuring motors, displays, and integrated battery systems from suppliers including Bafang, Brose/Yamaha, Samox, and Litemove. The company operates authorized service centers for Novatec and Panasonic, offers custom wheel building and product customization services (colors, designs, lettering, logos), runs a Concept Bike-Cafe concept store, and has launched its own branded children's e-bike, the MMC.Y.al, built on a Bafang H600 hub motor and 360 Wh integrated battery.

The business model is wholesale hardware distribution: revenue is generated through B2B sales to bicycle dealers via a dedicated customer login portal, with no consumer-facing pricing publicly disclosed. Differentiation rests on scale (permanent stock of 4,000+ articles), speed (rapid centralized European dispatch), risk absorption (dealers avoid Asia import logistics and inventory financing), customization services, and exclusive or core European distribution for brands including KMC, Kenda, M-Wave, Velo, Trail-Gator, KUJO, and BETO. The company is registered as a GmbH & Co. KG limited partnership with no disclosed venture capital, private equity, or parent company affiliation.

Name

Messingschlager

Legal name

Messingschlager GmbH & Co. KG

Website

https://messingschlager.com

Company type

Private

Founded year

1924

Operating status

Operating

Headcount range

101–250 employees

Short description

Messingschlager GmbH & Co. KG is a private German B2B wholesale distributor of bicycle parts, accessories, e-mobility products, and tools, serving European bicycle dealers and retailers from Europe's largest bike parts warehouse in Baunach, Germany.

Ownership category

akta.pro rank

Product category

Bicycle Parts and Accessories Wholesale Distribution

NAICS

Sporting and Recreational Goods and Supplies Merchant Wholesalers (423910), Sporting and Recreational Goods and Supplies Merchant Wholesalers (42391), Tire and Tube Merchant Wholesalers (423130)

SIC

Wholesale-Durable Goods (5000)

akta.pro primary industry

Cycling & Micromobility Products Distribution (CRAOAJAF)

akta.pro secondary industries

Cycling & Bike Retail (Sales, Service & Accessories) (CRAMABAH), Bike Service, Repair & Maintenance Shops (CRAMAHAH), Bike Parts & Components Retail (CRAMAHAB), Bike Accessories Retail (Lights, Locks, Racks, Bags) (CRAMAHAD)

Keywords

• Bicycle parts wholesale
• Cycling accessories distribution
• E-bike components supply
• Bike workshop tools
• Custom wheel building

Headquarters

HQ city

Baunach

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Infrastructure, Personnel, Marketing or Sales

Revenue model

1. Wholesale Bike Parts Distribution: Messingschlager generates revenue through the wholesale distribution of bicycle components, accessories, e-mobility products, and tools to bicycle dealers and retailers. The company keeps over 4,000 articles permanently in stock, offering same-day dispatch from its central warehouse in Baunach. Revenue is derived from product sales to B2B customers with no consumer-facing pricing publicly disclosed.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Messingschlager is a B2B wholesale distributor of bicycle components, accessories, e-mobility products, and workshop tools serving bicycle dealers and retailers across Europe. The company maintains over 4,000 catalogue articles in permanent stock at its 14,000+ sqm automated warehouse in Baunach, Germany, sourcing from approximately 20 brand partners and offering same-day dispatch, custom wheel building, product customization, and authorized after-sales service centers for Novatec and Panasonic.

Product overview

Messingschlager GmbH & Co. KG operates as a B2B bicycle parts and accessories distributor offering Europe's largest stock of bike P&A through a fully automated high-rack and small-volume warehouse in Baunach, Germany. The company distributes over 4,000 catalogued articles from multiple brands including KMC, Kenda, Novatec, Velo, M-Wave, Bafang, Brose, SRAM/RockShox, Super B, EXUSTAR, Trail-Gator, Smart, SAMOX, cnSPOKE, KUJO, Moon, Litemove, and BETO. Their portfolio spans four main product categories: Bicycle Parts (brakes, forks, wheelsets, handlebars, pedals, frames, tires, chains, shifting components, headsets, hubs), Bicycle Accessories (apparel, helmets, bags, lighting, locks, pumps, trailers), Tools & Shop Equipment, and E-Mobility Solutions. Core services include Custom Wheel Building, E-Mobility Solutions (featuring Bafang motors, displays, and integrated battery systems), Novatec and Panasonic authorized Service Centers, and product Customizing with individual logos or colors. They also operate a Concept Bike-Cafe combining retail, gastronomy, and workshop services. Research and development is conducted in Europe and America while production is based in Asia.

Differentiator

Problem solved

Functional benefit

Products and services

• Bicycle Parts Full range of bicycle components including brakes, forks, wheelsets, handlebars, pedals, frames, tires, tubes, chains, shifting components, headsets, hubs, saddles, and seatposts, distributed wholesale to bicycle dealers and retailers across Europe.
• Bicycle Accessories Wide selection of cycling accessories including apparel, helmets, bags, bells, bike trainers, bottles, child seats, computers, lighting, locks, mirrors, mudguards, pumps, racks, trailers, and transport equipment, distributed wholesale to bicycle dealers.
• Tools & Shop Equipment Professional workshop equipment including assembly stands, multitools, care/repair products, specialist tools, tool cases, shop equipment, promotional items, and customizing services for bicycle dealers and workshop operators.
• E-Mobility Solutions Comprehensive e-bike solutions including motors, batteries, displays, and complete e-bike systems from partner brands such as Bafang, Brose, and SAMOX, distributed wholesale to bicycle dealers.
• Custom Wheel Building In-house custom wheel building service allowing B2B dealers to order bespoke wheelsets tailored to customer specifications, built and tested to order.
• Novatec Service Center Authorized service center for Novatec brand products, providing warranty and after-sales service support for Novatec wheel and hub products throughout Messingschlager's dealer network across Europe.
• Panasonic Service Center Authorized service center for Panasonic products, providing repair and maintenance services for Panasonic e-bike systems to Messingschlager's dealer network across Europe.
• Product Customizing Services Product customization services allowing individual colors, designs, letterings, company logos, and club logos on products from the main catalogue of over 4,000 articles, available to B2B dealers.
• MMC.Y.al (Children's E-Bike) Proprietary children's e-bike designed for young riders aged approximately 9 years and older (1.30-1.60m height), featuring 24 or 26 inch wheels, weighing 16 kg, equipped with Bafang H600 hub motor (42 Nm torque), 360 Wh integrated battery with 21700 cell technology, and DP-E161 LED display.
• Concept Bike-Cafe Concept retail space combining a bicycle shop with gastronomy and workshop services at the Baunach headquarters, serving as a customer experience center.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

20 partnerships are on record, tiered core and minor.

• BafangcoreTechnology or IntegrationBafang is a key technology partner supplying motor systems (H600 hub motor) for Messingschlager's proprietary e-bike concepts including children's and urban e-bikes. The partnership covers the complete e-mobility solution including motors, displays (DP-E161), and integrated battery systems using Bafang's technology.
• PanasoniccoreImplementation/ SI/ Consulting PartnerMessingschlager operates an authorized Panasonic Service Center at its Baunach headquarters, providing service and support for Panasonic e-bike systems to its dealer network across Europe.
• NovateccoreImplementation/ SI/ Consulting PartnerMessingschlager operates an authorized Novatec Service Center at its Baunach headquarters, providing warranty and after-sales service support for Novatec wheel and hub products throughout its dealer network.
• KMC (KMC Chain Industrial)coreTechnology or IntegrationKMC is a major brand partner supplying chains and drivetrain components distributed exclusively through Messingschlager's European dealer network. Featured brands include KMC X12L Waxed chains and KMC Go Waxed product lines.
• M-WavecoreTechnology or IntegrationM-Wave is a key brand partner for bicycle accessories including helmets, bottle cages, and adapters, distributed through Messingschlager's wholesale network across Europe.
• KendacoreTechnology or IntegrationKenda is a major brand partner supplying bicycle tyres across all categories, distributed exclusively through Messingschlager's European dealer network.
• VelocoreTechnology or IntegrationVelo is a brand partner specializing in saddles, grips, and handlebar components, distributed through Messingschlager's wholesale network.
• Brose | YamahacoreTechnology or IntegrationBrose is a technology partner supplying premium e-bike motor systems, with Yamaha also referenced in the brand partnership for e-mobility solutions distributed through Messingschlager.
• SRAM / RockShoxcoreTechnology or IntegrationSRAM and RockShox are brand partners for suspension forks, shocks, shifting components, and drivetrain parts distributed through Messingschlager's network.
• Super BcoreTechnology or IntegrationSuper B is a brand partner supplying professional bicycle tools, tool cases, and workshop equipment distributed through Messingschlager's wholesale network.
• cnSpokecoreTechnology or IntegrationcnSpoke is a brand partner for spokes and wheel components, positioned as 'Moving You Since 1970', distributed through Messingschlager.
• ExustarcoreTechnology or IntegrationExustar is a brand partner for pedals, chainrings, and cranksets (E-PM820-2 combination pedal), distributed through Messingschlager's wholesale network.
• MooncoreTechnology or IntegrationMoon is a brand partner for bicycle lighting systems ('Light The Way You Ride On'), distributed through Messingschlager's European wholesale network.
• SmartcoreTechnology or IntegrationSmart is a brand partner for bicycle lights ('Be Bright. Smart Light'), distributed through Messingschlager's wholesale network.
• SamoxcoreTechnology or IntegrationSamox is a brand partner for e-bike motor components and drivetrain parts, distributed through Messingschlager's network.
• Trail-GatorcoreTechnology or IntegrationTrail-Gator is a brand partner for tandem tow bars and trailers for children, distributed through Messingschlager's wholesale network.
• KUJOcoreTechnology or IntegrationKUJO is a brand partner for bicycle tyres, distributed through Messingschlager's wholesale network.
• LitemovecoreTechnology or IntegrationLitemove is a brand partner for e-bike lighting systems, distributed through Messingschlager's e-mobility solutions and wholesale network.
• BETOcoreTechnology or IntegrationBETO is a brand partner for bicycle accessories including pumps and other components, distributed through Messingschlager's wholesale network.
• GRS BatterienminorStrategic or Co-development PartnerGRS Batterien (GRS Batteries) is Messingschlager's recycling partner for industrial and portable batteries. Under the German Battery Act (BattG), Messingschlager achieved a 100% recycling rate for industrial batteries and 100.6% for portable batteries in 2024 through this partnership.

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• SRAM: US-headquartered manufacturer of premium bicycle components ( drivetrains, brakes, suspension under RockShox) explicitly listed as a Messingschlager brand partner; comparable as a critical upstream component brand whose commercial terms directly shape Messingschlager's dealer pull-through.
• Campagnolo: Italian premium bicycle drivetrain and wheel manufacturer whose products (e.g., Super Record, EKAR) flow through distributors like Messingschlager; comparable as a brand partner and upstream supplier within the same value chain, with a long European heritage analogous to Messingschlager's positioning.
• Wiggle (Wiggle/CRC combined): UK-headquartered global cycling and tri-sports online retailer (now part of the same group as Chain Reaction Cycles) selling parts, accessories, apparel, and bikes across Europe; comparable as a major adjacent cycling distribution-and-retail platform with overlapping SKU breadth and European customer base.
• Shimano: Japanese global leader in bicycle components and drivetrains that supplies distribution-grade parts (groupsets, wheels, pedals) sold through Messingschlager; comparable as a dominant industry incumbent whose brand portfolio sits within Messingschlager's catalogue, while also being a major supplier relationship Messingschlager depends on.

Direct peers

• Bike24: Publicly listed German online bicycle retailer and distributor serving both consumers and professional dealers across Europe with bike parts, accessories, and apparel; highly comparable in product breadth and European dealer orientation, and a likely direct competitor for Messingschlager's B2B customers and end-rider visibility.
• Chain Reaction Cycles: Northern Ireland-headquartered global online cycling retailer/distributor (CRC) selling bike parts, accessories, and complete bikes worldwide; comparable in catalog breadth, brand portfolio (Shimano, SRAM, etc.), and multi-region fulfillment, though more D2C-skewed versus Messingschlager's dealer-only B2B model.
• Bike-Components: German-based direct-to-consumer and B2B bicycle components retailer with a deep catalog of bike parts and accessories; comparable because it overlaps Messingschlager's core SKUs (forks, wheels, drivetrains) and competes for European dealer and consumer spend, but operates more retail/D2C compared to Messingschlager's pure wholesale distribution model.
• Velotech: France-based bicycle parts and accessories distributor serving independent bike dealers and pro teams across France and Benelux; comparable as a regional cycling P&A wholesaler with multi-brand portfolio and dealer-service orientation, but with smaller infrastructure footprint than Messingschlager.
• J&B Importers: US-based bicycle parts and accessories importer/distributor supplying independent bike dealers across North America; comparable as a country-level B2B cycling P&A distributor with overlapping brand portfolio, though operating in a different geography than Messingschlager's European stronghold.
• Cyclo Distribution: Iberian bicycle parts and accessories distributor headquartered in Portugal servicing dealers across Spain and Portugal; comparable as a focused B2B cycling P&A distributor with overlapping brand portfolio, smaller scale than Messingschlager, and largely regional Iberian market focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/messingschlager.the.bike.experience
• LinkedInde.linkedin.com/company/messingschlager-gmbh-co-kg
• Instagraminstagram.com/messingschlager_official

Compliance1 record

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 Messingschlager