Burly Brand

What Burly Brand does

Burly Brand is a US-based manufacturer of aftermarket motorcycle parts and accessories founded in 1996 and headquartered at 13861 Rosecrans Ave., Santa Fe Springs, California. The company designs and sells components across three core categories — suspension (Slammer and Slammer Plus shocks, M8 Softail shocks, fork lowering kits, lowering blocks, fork preload adjusters), handlebars (ape hangers, T-bars, bagger bars, scrambler and clubman bars), and luggage (Voyager saddlebags, tank/tail bags, backpacks, sissy bar bags) — supplemented by fairings, sissy bars, cable kits, foot controls, lighting, grips, and crash protection (Brawler Kits). Technical differentiation rests on proprietary suspension engineering, including high-pressure gas-charged dampers with multistage velocity-sensitive damping, SiCr (Silicon Chrome) wire springs that are progressively wound, precision ground, shot peened, and pre-set, and Internal Floating Piston (IFP) monotube construction. Product fitment covers Harley-Davidson Sportster, Dyna, Softail, M8 Softail, and Touring models, Honda Rebel CMX500/CMX1100, and selected Triumph and Yamaha applications, with fitment compatibility spanning model years 1949 to 2026.

The company operates a direct-to-consumer e-commerce storefront at burlybrand.com, complemented by a US authorized dealer network accessible via a dealer locator tool, and supports sales with YouTube installation videos, an Instagram-led community presence under the "Keep It Custom" slogan, Constant Contact email newsletters, and industry event participation. Pricing is transactional and one-time, with SKU prices ranging from $16.95 (Diamondback Grips) to $549.95 (Brawler Kits), and most suspension and handlebar SKUs clustered between $200 and $530. Customer segments are organized vertically by motorcycle platform — Harley-Davidson and Honda Rebel owners are primary; Triumph and Yamaha are secondary — with use cases spanning lowered/slammed custom builds, touring comfort upgrades, and stunt-riding crash protection. The company is privately held, has 11–50 employees, discloses no revenue, has no external funding rounds on record, and shows no parent company or acquisition activity in the source data.

Name

Burly Brand

Legal name

Burly Brand

Website

https://burlybrand.com

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

11–50 employees

Short description

Burly Brand is a US-based manufacturer of aftermarket motorcycle parts and accessories founded in 1996, specializing in suspension, handlebars, luggage, and crash protection for Harley-Davidson and Honda Rebel enthusiasts via DTC e-commerce and a US dealer network.

Ownership category

akta.pro rank

Product category

Motorcycle Aftermarket Parts and Accessories

NAICS

Motorcycle, Bicycle, and Parts Manufacturing (336991), Motor Vehicle Steering and Suspension Components (except Spring) Manufacturing (33633), Automotive Parts and Accessories Retailers (44133)

SIC

Motor Vehicle Parts & Accessories (3714), Motorcycles, Bicycles & Parts (3751)

akta.pro primary industry

Aftermarket Suspension & Steering Components Manufacturing (Shocks/Struts/Bushings/Tie Rods) (IMACANAC)

akta.pro secondary industry

Aftermarket Exterior Accessories Manufacturing (Body Kits/Grilles/Bumpers/Racks/Tow Hooks) (IMACANAI)

Keywords

• Motorcycle aftermarket parts
• Suspension components
• Motorcycle handlebars
• Aftermarket motorcycle accessories
• Motorcycle luggage systems

Headquarters

HQ city

Cerritos

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Parts Sales: Burly Brand generates revenue through direct-to-consumer sales of aftermarket motorcycle parts and accessories via their e-commerce website. Products include shocks, handlebars, fairings, sissy bars, cable kits, lighting, luggage, foot controls, and grips for Harley-Davidson and Honda motorcycles.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Burly Brand designs, manufactures, and sells aftermarket motorcycle parts and accessories, with a core focus on suspension components (lowered shocks, fork lowering kits, lowering blocks), handlebars (ape hangers, T-bars, bagger bars, scrambler bars, clubman bars), and luggage systems (saddlebags, tank/tail bags, backpacks). Products are engineered with model-specific fitment primarily for Harley-Davidson (Sportster, Dyna, Softail, M8 Softail, Touring) and Honda Rebel (CMX500, CMX1100) platforms, sold as bolt-on aftermarket components.

Product overview

Burly Brand is a manufacturer of motorcycle parts and accessories, primarily serving Harley-Davidson (Sportster, Dyna, Softail, M8 Softail, Touring models) and Honda Rebel platforms. The product portfolio centers on three core categories: Suspension components (shocks, fork lowering kits, lowering blocks), Handlebars (ape hangers, T-bars, bagger bars, scrambler bars, clubman bars), and Luggage (saddlebags, tank/tail bags, backpacks, sissy bar bags). Supporting product lines include Fairings (Outlaw, Touring Sport), Sissy Bars, Cable Kits, Foot Controls (MX Style pegs and levers), Lighting components, and accessories like grips and hand guards. The Voyager luggage series offers premium options in CORDURA and wet waxed cotton canvas with leather paneling. Products are predominantly sold as standalone aftermarket components with model-specific fitment for motorcycles.

Differentiator

Problem solved

Functional benefit

Products and services

• Slammer Plus Shocks Lowered shock absorbers featuring a flat wire spring and progressive main spring built around an 11.5-inch high-pressure gas-charged damper, providing almost 2 inches of travel with a 10.5-inch ride height. Designed for Harley-Davidson and similar custom motorcycle applications.
• Slammer Shocks Iconic lowered shocks designed to provide ground-hugging stability for Harley-Davidson Sportster, Dyna, M8 Softail, and Touring models. Features 10.5-inch length, available in Black or Chrome finish.
• M8 Softail Slammer Shock High-pressure nitrogen charged damper shock specifically engineered for Harley-Davidson Milwaukee-Eight (M8) Softail models. Features steel monotube construction with Internal Floating Piston (IFP) and 12.2-inch shock length.
• Fork Lowering Kits Fork spring kits with high tensile SiCr wire, progressively wound and precision ground, designed to lower the front end 1 or 2 inches while reducing brake dive. Compatible with Sportster, Dyna, Softail, M8 Softail, and Touring models.
• Lowering Shock Mounts for Softails Ride height customization kit for FXST/FLST Softail models available in standard and adjustable height versions, lowering the bike approximately 1 inch with precision-machined spacers.
• Lowering Blocks Cost-effective suspension lowering solution that drops bike rear height by up to 1.5 inches for Sportster, Dyna, Touring, Softail, and FXR models.
• Slammer Kits Combination kit of dropped fork springs and 10.5-inch Slammer Shocks for Sportster and Dyna models, designed for quick installation in under an hour without removing the front end.
• Fork Preload Adjuster Front suspension upgrade with 20mm adjustment range controlled by hex key, compatible with Sportster, Dyna, FXR, and late Dyna models, available in black or machined aluminum finish.
• Fork Spring Kits Progressive wound fork springs crafted from high tensile SiCr wire with shot peening and pre-setting processes, reducing front end dive during braking.
• Brawler Kits for Dyna Crash bars with replaceable Delrin sliders designed for Harley-Davidson Dyna models, providing stunt protection and serving as highway pegs with precision knurling for secure foot grip.
• Brawler Kits for Softail Crash bars with replaceable Delrin sliders designed for Harley-Davidson M8 Softail models, providing stunt protection and serving as highway pegs.
• Brawler Kits for Sportster Crash bars with replaceable Delrin sliders designed for Harley-Davidson Sportster models, providing stunt protection and serving as highway pegs.
• Brawler Slider Replacements Individual replacement sliders for Brawler Kit crash bars, compatible with Sportster, Dyna, M8 Softail, and Touring models.
• Diamondback Grips Diamond patterned motorcycle grips made from quality rubber material with embossed Burly Brand logo, available in universal 7/8-inch and 1-inch sizes in Black and Brown.
• Hawk Grips Precision CNC machined billet aluminum grips with ergonomic design for 1-inch handlebars, compatible with Dual Cable Throttle and Electronic Throttle models, available in Black Machined and Textured Black finishes.
• Easyboy Lite Clutch Kit Clutch lever effort reduction kit that reduces effort by 40%, designed to fit inside primary cover on Sportster models and transmission cover on Big Twins, with 30-minute installation time.
• Titan Hand Guards Hand guards featuring steel outer shell with rugged steel mesh insert, designed for wind, debris, and impact protection with simplified mirror-stem installation.
• Reaper Master Cylinder Cap Master cylinder cap accessory for motorcycle braking systems.
• 14" Folsom Bars T-Bar style handlebars with throttle-by-wire notch, constructed of 1.25-inch steel tapering to 1 inch, available in 10, 12, and 14-inch heights with Matte Black finish and internal wiring capability.
• 12" Ape Hanger Handlebars Ape hanger style handlebars with 1-inch diameter tube stepping down to 7/8-inch for stock controls, designed for Honda DCT and non-DCT models with textured black powder coat finish.
• 16" Narrow Bottom Apes Ape hanger handlebars designed for Narrow Glide front ends like Sportsters and some Dynas, dimpled and drilled for internal wiring, available in black or chrome finish.
• 13" Bagger Bars Batwing-style handlebars with dogleg bend for full fairing touring bikes like Street Glide and Ultra models, dimpled and drilled for internal wiring with Fly By Wire compatibility.
• 15" Bagger Bars Batwing-style handlebars for full fairing touring bikes like Street Glide and Ultra models, with dogleg bend and Fly By Wire compatibility.
• Scrambler Bar Handlebars designed for Sportsters to achieve a scrambler aesthetic, offering height suitable for track or fire road riding with stock cable and brake line compatibility.
• Clubman Bar Cafe racer style handlebars shaped specifically for Sportsters to transform them into corner-eating machines, slotted for internal wiring with capped ends.
• 14" Jason Bars Bagger handlebars combining ape hanger aesthetics with T-Bar club style feel, featuring TIG welding, knurled clamp, and compatibility with cable and electronic throttle applications.
• 2024+ 12" Dominator Raked Bars Performance-driven T-Bar handlebars with raked riser design for 2023.5+ Touring and 2025+ Softail models, constructed from 1.25-inch steel with laser cut and welded construction.
• 2024+ 13" Bagger Bars Updated Batwing bars for 2023.5+ full-fairing touring bikes with dogleg bend design that tucks cleanly against fairing without blocking gauge visibility.
• Outlaw Fairing Molded ABS fairing with opaque impact-resistant acrylic windscreen featuring universal mounting kit with black powder-coated heavy-duty steel brackets fitting 35mm-49mm forks.
• Touring Sport Fairing (standard) Molded ABS fairing with impact-resistant acrylic windscreen designed for aggressive cruiser style, featuring styling pockets flanking the headlight bucket and universal mounting kit.
• Tall Sissy Bar with Pad One-piece sissy bar with compact passenger pad, designed for exterior fender rail mounting on Harley-Davidson Sportster and Dyna models.
• Cable Kits For Dynas with Apehangers Complete cable and line installation kits for Harley-Davidson Dyna with Burly 12, 14, or 16-inch ape hangers, including throttle cables, clutch cable, brake line, and model-specific wiring.
• Cable Kits for Dynas with T-Bars Complete cable and line installation kits for Burly Folsom, Dominator, or similar T-Bars on Dyna models in 10, 12, and 14-inch options.
• Black Cable Kits For Baggers Cable and line installation kits for Harley-Davidson Street Glide, Ultra, Road Glide, or Road King with Burly apehangers in 13-18 inch sizes, available in black and braided stainless steel.
• Extended Cable / Line Kit Complete cable kit for Honda Rebel CMX-1100 with 12-inch ape hangers including throttle cables, clutch cable, brake line, E-Brake cable, and model-specific wiring.
• Voyager Saddlebag Detachable saddlebag in Black CORDURA or Dark Oak Wet Waxed cotton canvas with leather paneling, featuring roll-top closure, anti-flail snap system, and quick release pin-lock bracket system.
• Tank/Tail Bag Versatile magnetic-mount tank and tail bag in Black CORDURA or Dark Oak Wet Waxed cotton canvas with pass-thru port for charging accessories and anti-flail snap system.
• Backpack Roll-top backpack in Black CORDURA or Dark Oak Wet Waxed cotton canvas with padded 15-inch laptop pocket, auxiliary port, and anti-flail snap system.
• Sissy Bar Bag Multi-carry bag for sissy bars in Dark Oak Wet Waxed cotton canvas or Black CORDURA with backpack straps, duffel handle, and MOLLE tie-down system.
• Saddlebag Bracket Kit Mounting brackets for Voyager saddlebags including black powder coated steel Left and Right brackets with turn signal relocation and all necessary hardware.
• Voyager Saddlebag Mount Kit Removable saddlebag mounting kit for Honda Rebel made from 1015 steel rod with left and right mounts and bolt-on hardware.
• MX Style Passenger Foot Pegs Bear trap style inspired foot pegs for Harley-Davidson with adjustable clevis and serrated edge, featuring TIG welding and built-in bottle opener.
• MX Style Brake Lever MX style brake lever for Honda Rebel matching MX shifter and footpegs, made of steel with powder coated satin black finish.
• MX Style Shift Lever MX style shift lever for Honda Rebel matching MX brake lever and footpegs, made of steel with powder coated satin black finish.
• Slash Cut Rider Foot Pegs Billet aluminum foot pegs with traction rubber sleeve matching Slash Cut Grips, mounting directly to stock Honda Rebel clevis.
• MX Style Pegs Bear trap style inspired foot pegs with adjustable clevis, featuring TIG welding, satin black powder coat finish, and built-in bottle opener.
• MX Mini Pegs Refined bear trap design foot pegs narrowed for compact use as rider or passenger pegs on Harley-Davidson, with adjustable clevis and built-in bottle opener.
• Slash Cut Brake Lever Steel brake lever with billet aluminum toe peg in black anodized finish, matching Slash Cut accessories for Honda Rebel.
• Slash Cut Shift Lever Steel shift lever with billet aluminum toe peg in black anodized finish, matching Slash Cut accessories for Honda Rebel.
• Radar Mirrors Billet aluminum mirrors designed for peripheral visibility, fully adjustable and vibration tested, mounting to stock hand controls.
• Hot Rod Mirrors Mirrors inspired by traditional 50s style hot rods with ambidextrous stems, fully adjustable and vibration tested.
• Slash Cut Turn Signal & License Plate Kit Relocation kit for license plate and turn signals on Honda Rebel, made from 12 gauge stamped steel with bright LED lights and slash cut windows.
• Slash Cut Vertical LED Tail Light & License Plate Kit Side mount dual function run/brake LED tail light and license plate kit for Honda Rebel with 12 gauge stamped steel bracket and slash cut windows.
• Slash Cut Radiator Guard Aircraft grade aluminum radiator guard with black powder coat finish and slash cut windows for Honda Rebel, direct bolt-on installation.
• Slash Cut Chain Guard Durable aluminum chain guard with slash cut windows and textured black powder coat for Honda Rebel.
• Slash Cut Side Cover Set Side covers with slash cut windows replacing stock Honda Rebel side covers, featuring textured black powder coat and bolt-on installation.
• Slash Cut Rear Brake Reservoir Cover Steel rear brake reservoir cover with slash cut windows and textured black powder coat finish for Honda Rebel.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Kuryakyn: Large, broad-line V-twin aftermarket parts and accessories brand owned by Tucker. Overlaps with Burly on foot controls, grips, luggage, and lighting for Harley-Davidson Touring and cruiser platforms, but at much greater scale and catalog breadth.
• Vance & Hines: Established performance V-twin aftermarket brand with leading share in exhaust systems, fuel management, and suspension components. Competes with Burly in cruiser suspension and overall custom-build part selection.
• Show Chrome Accessories: Broad-line aftermarket accessories brand for cruiser, touring, and V-twin motorcycles with extensive dealer distribution. Overlaps with Burly in lighting, luggage, grips, and bolt-on accessories.

Direct peers

• National Cycle: Aftermarket windshields and fairings manufacturer serving cruiser and touring motorcycles. Directly comparable to Burly's Outlaw and Touring Sport Fairing product category.
• Arlen Ness: Iconic custom motorcycle parts and accessories brand with deep Harley-Davidson heritage, offering handlebars, controls, and styling accessories. Directly comparable in target customer, aesthetic, and custom-build use cases.
• Performance Machine: Custom aftermarket wheels, controls, and accessories brand for Harley-Davidson and metric cruisers. Comparable aesthetic-driven positioning and overlapping accessory categories (foot controls, grips, mirrors).
• Roland Sands Design: Custom motorcycle parts and accessories brand targeting Harley-Davidson and metric cruiser riders. Comparable in aesthetic-driven aftermarket positioning, premium pricing, and lifestyle-brand-led GTM motion.
• Progressive Suspension: Specialized aftermarket motorcycle suspension manufacturer focused on shocks and fork springs for Harley-Davidson and metric cruisers. Directly competes with Burly's Slammer/Slammer Plus shock lineup and lowering kits.
• LA Choppers: Direct peer specializing in handlebars, ape hangers, and cable kits for Harley-Davidson platforms. Highly comparable product overlap, similar distribution (DTC + dealers), and similar price points — Burly's closest competitor in handlebars and cable kits.
• Magnum Cables & Brake Lines: Specialized manufacturer of aftermarket cables and brake lines for V-twin and metric motorcycles. Direct overlap with Burly's cable kit product line for ape hangers and T-bars.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/burlybrand
• YouTubeyoutube.com/user/BurlyBrand
• Facebookfacebook.com/BurlyBrand
• Instagraminstagram.com/burlybrand

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 Burly Brand