House of Harley-Davidson, Inc.

What House of Harley-Davidson, Inc. does

House of Harley-Davidson, Inc. is an authorized Harley-Davidson motorcycle dealership headquartered at 6221 W. Layton Ave. in Milwaukee, Wisconsin, operating since 1972 with 101-250 employees. The company's core business is the sale of new and pre-owned Harley-Davidson motorcycles, complemented by a full parts and accessories catalog, a service department, and trade-in and financing services. Distribution operates through a single physical dealership for local sales/service and a Shopify-powered e-commerce storefront for parts, apparel, and merchandise with nationwide shipping.

The product portfolio is built around three pillars: (1) motorcycle sales — new and pre-owned Harley-Davidson bikes with online inventory browsing and trade-in valuation; (2) parts and accessories — a broad catalog spanning brakes, drivetrain, electrical/gauges, engine, exhaust, suspension, lighting, seats, wheels/tires, windshields, fuel/air, hand/foot controls, plus NOS Harley obsolete parts, with multi-supplier stocking partnerships (Drag Specialties, Arlen Ness, Magnum Shielding, S&S Cycle, Fat Baggers); and (3) apparel and lifestyle merchandise — branded men's, women's, and kids' clothing, riding gear (helmets, jackets, gloves, boots, eyewear), specialty collections (King Baby, Diablo Threadz, Firefighter, Police), and an extensive home/travel merchandise line, now including a new America 250 commemorative collection. The underlying technology stack is intentionally lean: Shopify for e-commerce, email and social channels (Instagram, Facebook, YouTube, TikTok) for marketing, and a blog for content marketing — no proprietary platform, mobile app, or AI/ML layer is described.

The revenue model is transaction-based with no subscription tier: motorcycle sales, parts/accessories, and apparel each operate on unit pricing per-pay-as-you-go (parts ranging from ~$8.19 to $649.95, apparel $14.99-$79.99, accessories $4.99-$72.99, home décor up to $497). Service is rendered on-site in a physical service department. Go-to-market is direct-to-consumer through both the Milwaukee showroom and the houseofharley.com e-commerce platform, targeting three persona-based customer segments: Harley-Davidson motorcycle owners seeking genuine parts/service, lifestyle consumers buying branded apparel/home décor, and general motorcycle riders seeking protective gear. Pricing is publicly disclosed across the catalog.

Name

House of Harley-Davidson, Inc.

Legal name

House of Harley-Davidson, Inc.

Website

https://houseofharley.com

Company type

Private

Founded year

1972

Operating status

Operating

Headcount range

101–250 employees

Short description

House of Harley-Davidson, Inc. is a Milwaukee-based authorized Harley-Davidson motorcycle dealership selling new and pre-owned bikes, genuine and aftermarket parts, branded apparel, and lifestyle merchandise via a single physical showroom and a Shopify-powered nationwide e-commerce store.

Ownership category

akta.pro rank

Headquarters

HQ city

Milwaukee

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales

Revenue model

1. Motorcycle Sales: Sales of new and pre-owned Harley-Davidson motorcycles through the dealership and online inventory system.
2. Parts and Accessories: Extensive inventory of motorcycle parts including brakes, drivetrain, electrical, engine components, exhaust, and more. Also includes accessories and collectibles.
3. Apparel and Merchandise: Sales of Harley-Davidson branded apparel for men, women, and children including riding gear, casual wear, accessories, and collectibles.
4. Service Department: Motorcycle service and maintenance provided by the Service Department, open on Saturdays 9 AM - 4 PM.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

House of Harley-Davidson is an authorized Harley-Davidson motorcycle dealership that retails new and pre-owned Harley-Davidson motorcycles, an extensive catalog of genuine H-D motorcycle parts and aftermarket accessories, and Harley-Davidson branded apparel and lifestyle merchandise. Offerings are delivered through a physical showroom at 6221 W. Layton Ave., Milwaukee, WI, supported by a service department for maintenance and repairs, and a nationwide Shopify-based e-commerce store that sells parts, accessories, and apparel online.

Product overview

House of Harley-Davidson, Inc. is a Milwaukee-based Harley-Davidson motorcycle dealership offering a single integrated product: the sale of new and pre-owned Harley-Davidson motorcycles combined with an extensive parts and accessories catalog and branded apparel merchandise. The core offering comprises motorcycle sales, a full motorcycle parts department (with categories including brakes, drivetrain, electrical/gauges, engine, exhaust, and suspension), and Harley-Davidson branded apparel for men, women, and children. Additional offerings include a home/travel merchandise collection, America 250 commemorative products, motorcycle service, and trade-in/financing services. The company operates as both a physical dealership (with service department) and an e-commerce platform (powered by Shopify) selling merchandise and parts online.

Differentiator

Problem solved

Functional benefit

Products and services

• New & Pre-Owned Harley-Davidson Motorcycles Sale of new and pre-owned Harley-Davidson motorcycles through the Milwaukee dealership. Customers work with brand-specialized staff to find and purchase their ideal Harley-Davidson motorcycle.
• Motorcycle Parts & Accessories Comprehensive catalog of Harley-Davidson motorcycle parts and accessories spanning brakes, rotors, calipers, drivetrain, electrical/gauges, engine, exhaust, foot and hand controls, lighting, seats and sissy bars, suspension and frame, wheels and tires, windshields and fairings, plus NOS parts for obsolete Harley models.
• Men's Apparel & Riding Gear Harley-Davidson branded men's clothing and riding gear including t-shirts, hoodies, jeans, jackets, leather gear, helmets, gloves, boots, socks, eyewear, hats, belts, buckles, wallets, jewelry, pocket knives, and Zippo lighters.
• Women's Apparel & Riding Gear Harley-Davidson branded women's clothing, riding gear, and accessories including tops, jeans, jackets, leather apparel, boots, gloves, eyewear, headwraps, purses, wallets, and jewelry.
• Kids' Apparel & Gear Harley-Davidson branded children's clothing and accessories for boys and girls including tops, bottoms, headwear, footwear, toys, games, and kids-size helmets.
• Home & Travel Merchandise Harley-Davidson lifestyle merchandise for the home and travel including home décor, bar décor, mugs, tumblers, thermoses, glassware, office/game room items, keychains, ride bells, decals, patches, magnets, pins, coins, poker chips, pet accessories, outdoor items, auto accessories, backpacks, and luggage.
• Motorcycle Service & Maintenance On-site motorcycle service and maintenance provided by the dealership's Service Department, with Saturday hours 9 AM - 4 PM and online customer service available Monday-Friday 10 AM - 4 PM.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Harley-DavidsoncoreChannel Partner/ Reseller/ DistributorAuthorized Harley-Davidson dealership franchise. The company is an official dealer for Harley-Davidson motorcycles, parts, accessories, and licensed merchandise. This is the primary brand relationship enabling the company's business operations.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• RevZilla: Online-first motorcycle gear, parts, and apparel retailer (part of Comoto Holdings). Closely comparable to House of Harley's e-commerce parts and apparel business, though it lacks a single-brand authorized-dealer franchise and physical service.
• J&P Cycles: Large mail-order and online retailer of motorcycle parts, accessories, and apparel with strong V-twin and Harley-Davidson focus. Comparable in catalog breadth and brand alignment, though national rather than dealership-anchored.
• Cycle Gear: Multi-store retail chain selling motorcycle parts, accessories, riding gear, and apparel. Comparable on the parts-and-apparel retail motion, but multi-brand rather than Harley-Davidson-exclusive.
• Halberstam's Harley-Davidson (or comparable authorized H-D dealer): Other authorized Harley-Davidson dealerships offering new/pre-owned motorcycles, parts, service, and apparel under the H-D franchise model. Direct competitors in the same authorized-dealer channel.
• Fox Powersports: Multi-brand powersports dealership selling motorcycles, ATVs, parts, and service. Comparable dealership operating model but multi-brand rather than single-brand H-D.
• Dennis Kirk: Long-standing mail-order and online retailer of motorcycle and powersports parts, accessories, and apparel. Comparable in catalog depth and V-twin / Harley-Davidson orientation.

Broad incumbents

• Comoto Holdings: Parent company of RevZilla, Cycle Gear, and J&P Cycles. Competes with House of Harley across e-commerce parts, gear, and apparel at national scale, with broader portfolio and capital base.

Others

• Harley-Davidson Motor Company: OEM manufacturer and franchisor whose products House of Harley sells. Adjacent ecosystem participant — not a competitor, but its dealer strategy and direct-sales initiatives directly shape the dealership's economics.

Emerging players

• Mid-USA Cycle Parts: Specialty retailer focused on American V-twin motorcycle parts, particularly Harley-Davidson. Comparable in parts-only focus and brand alignment, but smaller scale and no authorized-dealer franchise.
• Lowbrow Customs: Independent retailer and brand of aftermarket parts and accessories for Harley-Davidson and vintage motorcycles. Comparable in parts/accessories focus and enthusiast positioning, but no physical dealership.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/houseofharley
• Facebookfacebook.com/houseofharleydavidson
• Instagraminstagram.com/houseofharley
• TikToktiktok.com/@houseofharley
• Xx.com/houseofharley

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 House of Harley-Davidson, Inc.