Shox
Shox (SHOX Kft.) is a Hungarian privately-held omnichannel specialty retailer selling motorcycle apparel, helmets, technical parts, touring equipment, and care products to individual riders across Hungary via its shox.hu e-commerce platform and 9 physical retail showrooms.
- Company typePrivate
- Founded2021
- HeadquartersBudapest, Hungary
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Shox does
Shox (legally SHOX Motoros Ruházat Kereskedelmi Korlátolt Felelősségű Társaság / SHOX Kft.) is a Hungarian privately-held specialty retailer selling motorcycle apparel, helmets, technical parts, touring equipment, and care/maintenance products to individual riders across Hungary. The company operates an omnichannel model combining the shox.hu e-commerce storefront with 9 physical retail showrooms spread across Budapest (headquarters, Szentendrei út 89-93), Székesfehérvár, Miskolc, Szeged, Kecskemét, Pécs, Békéscsaba, and Győr, providing both nationwide reach and local expert fitting services. Product portfolio spans multi-brand riding gear from DIFI, Dane, Macna, Sixgear, Speed Up, Forma, GIVI, and Collonil, with pricing typically between HUF 2,990 and HUF 67,900 per item.
The underlying technology is a standard e-commerce retail platform with integrated inventory management across the physical store network, supported by a vehicle-specific motorcycle part-finder tool, a Shox Club Card loyalty program that personalizes offers based on purchase history, and email/newsletter marketing infrastructure (delivered via Minicrm). The company maintains GDPR-compliant data handling, accepts card payments through K&H Bank, and fulfills online orders via GLS and TNT Express couriers. No proprietary AI, mobile application, or API layer is offered.
Shox generates revenue primarily through one-time retail product sales to consumers, with a hybrid B2C go-to-market blending digital discovery (organic social on Facebook, Instagram, YouTube, and TikTok) with in-store expertise and fitting. Its customer base is segmented horizontally by rider persona — touring motorcyclists, urban commuters, sports riders, off-road enthusiasts, and scooter riders — and the company has begun extending into adjacent two-wheeled verticals (SHOXBIKE for cyclists) and gift-card-driven transactions. The business is founder- or management-owned, with no disclosed institutional investors or external funding rounds beyond a relationship with the Hungarian NKFI innovation fund.
Shox firmographics
Firmographics- Name
- Shox
- Legal name
- SHOX Motoros Ruházat Kereskedelmi Korlátolt Felelősségű Társaság
- Website
- https://shox.hu
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Shox (SHOX Kft.) is a Hungarian privately-held omnichannel specialty retailer selling motorcycle apparel, helmets, technical parts, touring equipment, and care products to individual riders across Hungary via its shox.hu e-commerce platform and 9 physical retail showrooms.
- Ownership category
- akta.pro rank
Shox industry classification
Industry- Product category
- Motorcycle Equipment Retail
- NAICS
- Motor Vehicle Supplies and New Parts Merchant Wholesalers (42312)
- SIC
- Wholesale-Motor Vehicle Supplies & New Parts (5013), Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010)
- akta.pro primary industry
- Helmets & Protective Headgear Retail (Motorcycle/ATV/Snow) (CRAMANAB)
- akta.pro secondary industries
- Riding Gloves & Hand Protection Retail (CRAMANAE), Gloves & Mittens (CRAAAJAG)
Keywords
Where Shox is headquartered
LocationHeadquarters
- HQ city
- Budapest
- HQ country
- Hungary
- HQ region
- Europe
Offices8 records
Markets served
Shox business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Retail Product Sales: Shox generates revenue through direct sales of motorcycle gear and accessories to consumers via its e-commerce platform (shox.hu) and physical retail stores across Hungary. Products include helmets, protective clothing, accessories, and parts.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Consumer retail pricing for motorcycle gear and accessories |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels6 records
Shox product offering
Product offeringCore offering
Shox (SHOX Kft.) is a Hungarian multi-brand motorcycle equipment retailer that sells riding apparel, helmets, technical parts, accessories, and care/maintenance products. It operates an omnichannel model combining an e-commerce platform (shox.hu) with nine physical retail locations across Hungary, including Budapest, Székesfehérvár, Miskolc, Szeged, Kecskemét, Pécs, Békéscsaba, and Győr. The product portfolio spans multiple international brands such as DIFI, Dane, Macna, Sixgear, Speed Up, Forma, GIVI, and Collonil.
Product overview
Shox (SHOX Kft.) is a Hungarian multi-brand e-commerce retailer and retail chain serving motorcycle enthusiasts, operating both an online store (shox.hu) and physical store locations. The product portfolio spans five core areas: (1) motorcycle apparel — leather suits, textile jackets, pants, gloves, boots, and body armor under brands like DIFI, Dane, Macna, Sixgear, Speed Up, and Forma; (2) helmets and head protection including GIVI; (3) technical motorcycle parts and accessories; (4) touring equipment such as GIVI top cases and mounting systems; and (5) care and maintenance products including the Collonil and Bikers Deo care ranges. The ShoxClub loyalty program personalizes marketing based on member profiles, while gift cards provide a gifting option. SHOXBIKE extends the offering to cycling gear.
Differentiator
Problem solved
Functional benefit
Products and services
- Shox E-commerce Platform (Shox.hu) Multi-brand online retail platform for motorcycle enthusiasts, offering a curated catalog of riding apparel, helmets, technical parts, touring accessories, and maintenance products across multiple international brands. Includes a vehicle-specific motorcycle part finder tool.
- Motoros ruházat (Motorcycle Apparel) Full range of riding apparel including leather suits, textile jackets, pants, gloves, boots, rain suits, body armor, underlayers, and care products from brands such as DIFI, Dane, Macna, Sixgear, Speed Up, and Forma. Targeted at touring, sport, and commuter riders.
- Bukósisak (Motorcycle Helmets) Complete helmet selection including full-face, modular, open-face, cross/enduro, and children's helmets, plus visors, helmet parts, and helmet care products. Brands include GIVI.
- Rolleres felszerelés (Scooter Gear) Scooter-specific protective gear including scooter helmets, apparel, body armor, gloves, and shoes for scooter riders.
- Motorkerékpár alkatrész (Motorcycle Parts) Technical motorcycle replacement parts and components including fuel system parts, oil seals, rear suspension, brake pads, filters, chains, and spark plugs. Identifiable via the motorcycle make/model/year part finder tool on the website.
- Túrafelszerelés (Touring Equipment) Touring gear including top cases, mounting kits, motorcycle bags, luggage fasteners, and travel and communication accessories for long-distance riders.
- Motorkerékpár tartozék (Motorcycle Accessories) Wide range of motorcycle accessories including handlebars, locks/alarms, windshields/fairings/mirrors, seats, crash prevention gear, exhausts, tank pads, crash bars, electrical parts, fasteners, custom and offroad accessories, footpegs, and gauges.
- Ápolás, karbantartás (Care & Maintenance) Motorcycle care and maintenance products including bike covers, chain care, battery chargers, oils/lubricants, motorcycle lifts, cleaners, and tools. Featured brands include Collonil (care sprays, waxes, cleaners) and Bikers Deo (deodorizing spray).
- SHOXBIKE (Bicycle Gear) Bicycle-specific product line including cycling bags, carriers, and cycling apparel extending the Shox offering beyond motorized two-wheelers.
- SHOX Kártya (Shox Club Card) Loyalty club card program that provides personalized offers, promotions, and targeted marketing communications based on the member's riding habits, preferences, and purchase history.
- SHOX Ajándékkártya (Shox Gift Card) Gift card product enabling customers to purchase motorcycle gear as gifts for others.
Companies that use Shox
Customer profileSegments1 record
Ideal customer profiles1 record
Shox technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Shox partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered minor.
- GLS General Logistics Systems HungaryminorPrimary courier service partner for order delivery. GLS handles package logistics and delivery for online orders across Hungary.
- TNT Express HungaryminorAlternative courier service for order delivery. TNT Express provides international shipping services for orders.
- K&H BankminorPayment processing partner for credit card transactions. K&H Bank provides the payment gateway infrastructure for online card payments.
- Online Capital Investments Kft.minorOnline marketing services provider for digital marketing activities.
Scale indicators1 record
Recent moves6 records
Expansion highlights6 records
Shox competitors and assessment
Company assessmentBroad incumbents
- Dainese: Italian motorcycle and motorsport apparel manufacturer whose products are stocked by Shox. Comparable at the product category level but operates as a brand owner rather than multi-brand retailer.
- Alpinestars: Italian motorcycle protection gear manufacturer. Overlaps with Shox's apparel, glove, and protection categories as one of the global incumbent brands.
- Louis: Europe's largest motorcycle clothing and accessories retailer with 80+ stores across Germany and surrounding markets. Comparable product categories and multi-channel approach, but materially larger scale.
- Held: German motorcycle glove and apparel manufacturer that also operates direct retail. Overlaps with Shox on gloves, jackets, and touring apparel categories.
Regional players
- RevZilla: US-based specialty motorcycle gear e-commerce retailer with content-heavy site. Comparable e-commerce-led model in a different geography.
- SportsBikeShop: UK motorcycle clothing and accessories retailer with strong e-commerce presence and large physical showroom. Comparable business model but UK-only geography.
Direct peers
- ChromeBurner: European motorcycle lifestyle and gear retailer with strong online presence. Comparable specialty e-commerce focus and multi-brand assortment.
- FC-Moto: Germany-based motorcycle gear e-commerce retailer carrying many of the same international brands (DIFI, Macna, etc.). Closely comparable omnichannel-style specialist model, though larger and Europe-wide in reach.
- Motoin: German online motorcycle gear retailer with deep multi-brand catalog and parts offering. Similar specialty e-commerce model focused on riders, though without Shox's Hungarian physical retail footprint.
- Hein Gericke: Traditional European motorcycle gear retailer with physical stores and online catalog. Directly comparable assortment of helmets, apparel, gloves, and accessories.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Shox social profiles
Digital presenceShox compliance and trust
Trust signalCompliance1 record
Shox financial estimates
Financial estimateRevenue estimate
Valuation estimate
Shox leadership team
Management profileNumber of profiles
Shox funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Shox 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 Shox
What does Shox do?
Shox (SHOX Kft.) is a Hungarian multi-brand motorcycle equipment retailer that sells riding apparel, helmets, technical parts, accessories, and care/maintenance products. It operates an omnichannel model combining an e-commerce platform (shox.hu) with nine physical retail locations across Hungary, including Budapest, Székesfehérvár, Miskolc, Szeged, Kecskemét, Pécs, Békéscsaba, and Győr. The product portfolio spans multiple international brands such as DIFI, Dane, Macna, Sixgear, Speed Up, Forma, GIVI, and Collonil.
Is Shox a public or private company?
Shox is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Shox founded?
Shox was founded in 2021. It employs 11 to 50 people.
Where is Shox based?
Shox is headquartered in Budapest, Hungary, in the Europe region.
How does Shox make money?
One revenue line is on record: retail Product Sales.
Who are Shox's main competitors?
Broad incumbents on record are Dainese, Alpinestars, Louis and Held. Regional players are RevZilla and SportsBikeShop. Direct peers are ChromeBurner, FC-Moto, Motoin and Hein Gericke.
Does Shox have an API?
No public API is recorded for Shox.
What industry is Shox in?
Shox's product category is Motorcycle Equipment Retail. Its primary akta.pro industry code is CRAMANAB, Helmets & Protective Headgear Retail (Motorcycle/ATV/Snow), with a secondary code of CRAMANAE, Riding Gloves & Hand Protection Retail. Its NAICS code is 42312 and its SIC code is 5013.