Micro Scooters
Micro Scooters is a UK-based direct-to-consumer retailer and official UK distributor of Swiss-designed Micro scooters, balance bikes, and travel products for children from 12 months through adulthood, sold via micro-scooters.co.uk and retail partners including John Lewis, Smyths, and Halfords.
- Company typePrivate
- Founded2003
- HeadquartersColchester, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
Micro Scooters firmographics
Firmographics- Name
- Micro Scooters
- Legal name
- Micro Scooters
- Website
- https://micro-scooters.co.uk
- Company type
- Private
- Founded year
- 2003
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Micro Scooters is a UK-based direct-to-consumer retailer and official UK distributor of Swiss-designed Micro scooters, balance bikes, and travel products for children from 12 months through adulthood, sold via micro-scooters.co.uk and retail partners including John Lewis, Smyths, and Halfords.
- Ownership category
- akta.pro rank
Micro Scooters industry classification
Industry- Product category
- Children's Mobility Products
- NAICS
- Hobby, Toy, and Game Retailers (459120)
- SIC
- Motorcycles, Bicycles & Parts (3751)
- akta.pro primary industry
- Outdoor & Ride-On Toys Retail (CRALAFAC)
- akta.pro secondary industry
- Kids’ & Family Bike Retail (Youth, Trailers, Seats) (CRAMAHAG)
Keywords
Where Micro Scooters is headquartered
LocationHeadquarters
- HQ city
- Colchester
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Micro Scooters business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Infrastructure
Revenue model
- Scooter sales: One-time purchase of scooters for children and adults across multiple product lines including toddler scooters (Mini Micro), kids scooters (Maxi Micro), and adult scooters (Cruiser, Sprite). Products are sold at various price points from entry-level to premium, with personalisation options available at additional cost.
- Accessories and spare parts: Sale of complementary products including helmets, bells, baskets, ribbons, lights, locks, bags, handwarmers, and replacement parts for existing scooter owners.
- Travel and lifestyle products: Sale of travel solutions including scooter luggage (Mini Micro LED Luggage, Eazy Ride On Luggage), wagons, and strollers.
- Repairs and warranty services: After-purchase support including repairs, spare parts, and warranty services for existing customers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Toddler Scooters (12 months - 5 years) |
| Unit Pricing | Pay-as-you-go | Kids Scooters (5-12 years) |
| Unit Pricing | Pay-as-you-go | Older Kids & Adult Scooters |
| Unit Pricing | Pay-as-you-go | Balance Bikes |
| Unit Pricing | Pay-as-you-go | Accessories |
| Unit Pricing | Pay-as-you-go | Travel & Luggage |
| Unit Pricing | Pay-as-you-go | Bundles and Gift Sets |
| Unit Pricing | Pay-as-you-go | Ride-on and Trikes |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels7 records
Micro Scooters product offering
Product offeringCore offering
Micro Scooters designs, sources, and sells Swiss-engineered children's scooters, balance bikes, trikes, ride-on toys, and travel products (suitcase scooters, wagons, strollers) for ages 12 months through adulthood, complemented by helmets, bells, lights, baskets, bags, and personalization options. The company sells these products directly to UK and Irish families through its e-commerce stores and select retail partnerships with John Lewis, Smyths, and Halfords.
Product overview
Micro Scooters is a Swiss-designed children's mobility company offering a comprehensive portfolio of scooters, balance bikes, and travel solutions for children from 12 months through adulthood. The core product lines include the Mini Micro (ages 2-5) and Maxi Micro (ages 5-12) three-wheeled scooters featuring patented lean-to-steer technology, the Micro Sprite and Micro Cruiser two-wheeled options for older children, and adult scooters in the Micro Classic and Micro Speed ranges. Supporting products include balance bikes (Lite, Ultra, Ultra LED, and Porsche Edition), the FlexiTrike multi-stage pushchair/trike, Air Hopper II ride-on toy, and travel solutions including suitcase scooters and wagons. The company also offers extensive accessories (helmets, bells, lights, baskets), personalization/customization services, and bundled gift sets. All products emphasize Swiss engineering quality, replaceable parts for longevity, and B Corp/Carbon Neutral sustainability credentials.
Differentiator
Problem solved
Functional benefit
Brands
- Mini Micro: Three-wheeled scooters designed for children aged 2-5 years, featuring lean-to-steer technology and lightweight design.
- Maxi Micro
- Micro Sprite
- Micro Cruiser
- Micro FlexiTrike
- Micro Hopper
- Micro Balance Bike
Products and services
- Mini Micro Scooter Three-wheeled toddler scooter designed for children aged 2-5 years, featuring patented lean-to-steer technology and lightweight 1.95kg frame for independent riding.
- Maxi Micro Scooter Three-wheeled scooter for children aged 5-12 years with adjustable handlebar height (67cm to 92cm), larger footplate, and lean-to-steer mechanism for school runs and weekend adventures.
- Micro Cruiser Two-wheeled cruiser scooter with large 200mm wheels for children and teens, featuring retro chopper-style design, foldable frame, and adjustable handlebars for longer-distance travel.
- Micro Sprite Two-wheeled lightweight foldable scooter with adjustable handlebars, available with or without light-up LED wheels for children aged 5+.
- Micro Classic Adult Scooter Two-wheeled adult scooter with large wheels for teens and adults, featuring adjustable handlebars and high weight capacity.
- Micro Balance Bike Lite Lightweight balance bike weighing 2.6kg with adjustable saddle (310-390mm) and handlebars (530-610mm), designed for children aged 2-5 with inseam 31-39cm.
- Micro Balance Bike Ultra Premium balance bike with larger 12-inch PU foam wheels, low step-through magnesium frame, and metallic finish for an enhanced riding experience.
- Micro Balance Bike Ultra LED Neochrome Top-of-range balance bike featuring dynamo-powered LED rims that light up as the child rides, lightweight magnesium frame, and 12-inch PU foam wheels.
- Micro Smart Balance Bike Porsche Edition Premium Porsche-inspired balance bike with MySTOPY wireless brake assist controllable up to 100 metres, illuminated GT3 RS logo, and 2.8kg aluminium frame.
- Mini Micro Deluxe LED Porsche Edition Premium three-wheeled scooter for toddlers featuring Porsche-inspired design, illuminated LED logo, and premium wheels.
- Micro FlexiTrike Multi-stage trike and pushchair combination for children from 6 months to 6 years, featuring 360-degree rotating panoramic seat, adjustable parent handle, and 7 growth stages.
- Micro Air Hopper II 2-in-1 inflatable space hopper and ride-on toy for children aged 18 months to 5 years, featuring adjustable size, 360-degree PU wheels, and removable chassis for transportation.
- Mini Micro LED Luggage (Suitcase Scooter) Award-winning 2-in-1 scooter suitcase approved for cabin luggage, allowing children to ride through airports or use as regular luggage.
- Eazy Ride On Luggage 3-in-1 travel solution with 26-litre capacity suitcase, winner of gold in the 2023 Junior Design Awards for Best Children's Backpack/Suitcase Design.
- Micro Classic Wagon Pull-along wagon for carrying children or cargo, featuring smooth ride on any terrain.
- The Micro Lightweight Stroller 360 Lightweight stroller with 360-degree rotating seat for children, featuring UPF 50 all-weather removable canopy.
- Mini2Grow Scooter Multi-stage convertible scooter that transforms from ride-on to scooter, designed to grow with children from 12 months to 6 years.
- Micro Sprite Suspension Two-wheeled scooter with front suspension system for smoother rides, with foldable and lightweight design for children.
- Micro Scooter Helmets Safety helmets for bikes and scooters available in plain and printed designs, including eco range options.
- Scooter Accessories (Bells, Lights, Baskets, Ribbons, Pull & Carry Straps, Bags) Range of scooter accessories including patterned metal bells, LED lights with 3 light modes, recycled-material flower baskets, eco rubber grip ribbons, pull straps, and insulated lunch bags and backpacks for personalising and using scooters.
- Toddler Scooter Gift Sets Pre-configured scooter and accessory bundles for toddlers (12 months+) offering savings up to 20%, including combinations of scooters, helmets, bells, baskets, and lights.
- Personalised/Customised Scooters Customisable scooters with name personalization and design-your-own options across Mini Micro, Maxi Micro, Sprite, Cruiser, and adult ranges.
Quantifiable outcome
- Products built to last years, not months, with replaceable parts
- +2 more outcomes
Companies that use Micro Scooters
Customer profileSegments3 records
Ideal customer profiles4 records
Micro Scooters technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature7 records
Micro Scooters partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- Team RubiconcoreOfficial partnership with Team Rubicon, the UK's leading provider of skateboard and scooter coaching, to deliver Scootability - scoot safe classes since 2013. Team Rubicon provides scooter coaching programmes to help children develop skills and knowledge to ride safely.
- MicrolinominorPartnership related to The Bubble Car Reborn - Microlino products featured on the Micro Scooters website, extending the brand from micro mobility for children to include the Microlino micro car.
- John LewisminorDepartment store retail partnership where Micro Scooters products are available in John Lewis stores nationwide alongside other retailers.
- SmythsminorToy and children's retailer partnership where Micro Scooters products are available in Smyths stores nationwide.
- HalfordsminorCycle and outdoor retailer partnership where Micro Scooters products are available in Halfords stores nationwide.
- PorschecorePorsche collaboration on balance bikes and kickboard scooters. Products include Micro Smart Balance Bike Porsche Edition featuring authentic Porsche-inspired colours, illuminated GT3 RS logo, and wireless brake assist. Also Micro Kickboard Deluxe LED Porsche Edition.
- The GruffalominorLicensing partnership featuring Gruffalo characters and designs on Mini Micro Deluxe LED scooters and accessories - Gruffalo X Micro collaboration.
- 1% for the PlanetcoreEnvironmental membership programme where Micro Scooters commits 1% of sales to environmental causes as part of their sustainability initiative.
Scale indicators2 records
Recent moves6 records
Expansion highlights6 records
Micro Scooters competitors and assessment
Company assessmentDirect peers
- Kiddimoto: Kiddimoto is a UK-based specialist in children's balance bikes and helmets with retro designs and safety features. Comparable as a UK balance bike brand targeting toddlers and preschool children with similar premium positioning.
- Razor USA: Razor is the leading US-based kick scooter brand for children and adults, with a comparable product range of manual scooters, electric scooters, and ride-ons. Directly comparable to Micro as a premium scooter brand targeting similar age groups and use cases.
- Globber: Globber is a French scooter brand offering children's 3-wheel and 2-wheel scooters with adjustable features and patented steering systems. Comparable to Micro as a specialist children's scooter brand with similar age-segmented product lines and patented technologies.
- Hudora: Hudora is a German manufacturer of scooters, inline skates, and ride-on toys. Directly comparable to Micro Scooters as a European-based specialist in children's kick scooters and balance products serving similar customer segments.
- Strider Bikes: Strider is the leading specialist children's balance bike brand, globally distributed with a focus on lightweight frames for toddlers. Comparable to Micro Balance Bike range as a dedicated balance bike specialist serving the same early-childhood mobility segment.
- Scoot and Ride: Scoot and Ride is an Austrian brand specializing in 2-in-1 convertible scooters, balance bikes, and sleds that transform as children grow. Comparable to Micro Scooters' Mini2Grow and FlexiTrike multi-stage product philosophy targeting similar age groups.
- Yvolution (Y Velo): Yvolution is an Irish-based brand offering children's scooters, balance bikes, and ride-on toys with multi-stage designs. Comparable to Micro Scooters across balance bikes and toddler scooters with similar developmental-stage product philosophy.
Regional players
- JD Bug: JD Bug is a UK scooter brand specializing in stunt and freestyle scooters for children and teens. Comparable as a UK-based scooter specialist with overlapping customer base in the children's scooter market, though focused on the stunt sub-segment.
Others
- Smyths Toys: Smyths Toys is one of Micro Scooters' major UK retail partners, also selling competitor scooters, balance bikes, and ride-ons. Listed as an adjacent retailer/ecosystem participant that both distributes and competes with Micro in-store.
Broad incumbents
- Oxelo (Decathlon): Oxelo is Decathlon's in-house scooter and wheeled-goods brand sold globally through Decathlon's mega-stores and online. Broad incumbent offering low-to-mid-price scooters, balance bikes, and ride-ons overlapping with Micro's core categories.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Micro Scooters social profiles
Digital presenceMicro Scooters compliance and trust
Trust signalCompliance5 records
Micro Scooters financial estimates
Financial estimateRevenue estimate
Valuation estimate
Micro Scooters leadership team
Management profileNumber of profiles
Micro Scooters funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Micro Scooters 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 Micro Scooters
What does Micro Scooters do?
Micro Scooters designs, sources, and sells Swiss-engineered children's scooters, balance bikes, trikes, ride-on toys, and travel products (suitcase scooters, wagons, strollers) for ages 12 months through adulthood, complemented by helmets, bells, lights, baskets, bags, and personalization options. The company sells these products directly to UK and Irish families through its e-commerce stores and select retail partnerships with John Lewis, Smyths, and Halfords.
Is Micro Scooters a public or private company?
Micro Scooters is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Micro Scooters founded?
Micro Scooters was founded in 2003. It employs 11 to 50 people.
Where is Micro Scooters based?
Micro Scooters is headquartered in Colchester, United Kingdom, in the Europe region.
How does Micro Scooters make money?
Four revenue lines are on record. Scooter sales are the primary driver. The others are accessories and spare parts, travel and lifestyle products and repairs and warranty services.
Who are Micro Scooters's main competitors?
Direct peers on record are Kiddimoto, Razor USA, Globber, Hudora, Strider Bikes, Scoot and Ride and Yvolution (Y Velo). JD Bug is listed as a regional player. Smyths Toys is listed as an others. Oxelo (Decathlon) is listed as a broad incumbent.
Does Micro Scooters have an API?
No public API is recorded for Micro Scooters.
What industry is Micro Scooters in?
Micro Scooters's product category is Children's Mobility Products. Its primary akta.pro industry code is CRALAFAC, Outdoor & Ride-On Toys Retail, with a secondary code of CRAMAHAG, Kids’ & Family Bike Retail (Youth, Trailers, Seats). Its NAICS code is 459120 and its SIC code is 3751.