Deler
Deler AS is a Norway-based e-commerce retailer selling bicycle parts and cycling equipment through its deler.no online storefront, serving primarily professional bicycle shops and mechanics and secondarily individual cyclists within the domestic Norwegian market.
- Company typePrivate
- Founded-
- HeadquartersDrøbak, Norway
- Headcount11–50
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
What Deler does
Deler AS is a Norway-based, privately held e-commerce retailer that sells bicycle parts (sykkeldeler) and cycling equipment (sykkelutstyr) through a single online storefront at deler.no. Its core offering is a unified web shop organized by product categories and brands, supplemented by a self-service Customer Center (Kundesenter) that provides account management, order history tracking, and access to general terms and conditions for registered users. The platform is built on the Multicase Norge AS business system (forretningssystem) and online store solution (nettbutikkløsning), with no proprietary technology stack or custom development disclosed.
The company serves two horizontal segments: professional bicycle repair shops and mechanics as the primary B2B buyers, and individual cyclists and cycling enthusiasts as a secondary B2C persona. Pricing is displayed inclusive of Norwegian VAT (mva) with a toggle between retail (Veil.pris) and net price views, and the storefront supports leasing options and campaign discounts (Kampanjefradrag) targeted at business customers with order history. Deler operates exclusively within Norway, with no disclosed international shipping, marketplace presence, or physical retail footprint. The company has 11-50 employees, is headquartered in Drøbak, and shows no evidence of external funding, M&A activity, or management-team disclosures in the available data.
Deler firmographics
Firmographics- Name
- Deler
- Legal name
- Deler
- Website
- https://deler.no
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Deler AS is a Norway-based e-commerce retailer selling bicycle parts and cycling equipment through its deler.no online storefront, serving primarily professional bicycle shops and mechanics and secondarily individual cyclists within the domestic Norwegian market.
- Ownership category
- akta.pro rank
Deler industry classification
Industry- Product category
- Cycling Equipment E-commerce
- akta.pro primary industry
- Bike Online Retail & Omnichannel Specialists (CRAMAHAL)
- akta.pro secondary industries
- Cycling & Bike Retail (Sales, Service & Accessories) (CRAMABAH), Bike Parts & Components Retail (CRAMAHAB)
Keywords
Where Deler is headquartered
LocationHeadquarters
- HQ city
- Drøbak
- HQ country
- Norway
- HQ region
- Europe
Markets served
Deler business model
Business model- GTM type
- B2B and B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Infrastructure, Personnel, Marketing or Sales
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing for individual consumers |
Distribution channels1 record
Marketing channels1 record
Deler product offering
Product offeringCore offering
Deler is a Norwegian online retailer that sells bicycle parts (sykkeldeler) and cycling equipment (sykkelutstyr) directly through its e-commerce storefront at deler.no. The platform serves both professional bicycle shops and mechanics requiring wholesale parts supply and individual cyclists purchasing parts for personal use, with inventory visibility, retail and net-price views, and an integrated customer center for order tracking.
Product overview
Deler operates as an e-commerce platform offering a unified online store for bicycle parts and cycling equipment. The core offering consists of the Deler web shop (sykkeldeler og sykkelutstyr) where customers browse products by categories and brands. The customer-facing platform includes an integrated Customer Center (Kundesenter) providing self-service features for account management, order history, and terms access. The company also maintains sustainability and general terms information pages as part of their customer service infrastructure.
Differentiator
Problem solved
Functional benefit
Products and services
- Bicycle Parts (Sykkeldeler) A comprehensive e-commerce catalog of bicycle parts and components sold through the Deler web shop, serving professional bicycle repair shops, mechanics, and individual consumers in Norway.
- Cycling Equipment (Sykkelutstyr) Cycling equipment and accessories, including gear and supplies for cyclists, sold alongside parts through the Deler online store.
Companies that use Deler
Customer profileSegments2 records
Ideal customer profiles2 records
Deler technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Deler partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Multicase™ Norge AScoreMulticase Norge AS provides the business system (forretningssystem) and online store solution (nettbutikkløsning) powering Deler's e-commerce operations. This is a technology infrastructure partnership essential to the company's digital commerce capabilities.
Recent moves2 records
Expansion highlights2 records
Deler competitors and assessment
Company assessmentBroad incumbents
- Decathlon: Global sporting-goods retailer with a Norwegian online and physical presence, including a dedicated cycling range. A broad incumbent with overlapping cycling parts and accessories categories.
- Sport1 Norge: Nordic sporting-goods chain carrying cycling parts, bikes, and accessories. Competes with Deler in the same Norwegian market but from a generalist positioning.
- XXL ASA: Largest Nordic sporting-goods retailer with a strong Norwegian footprint. Sells cycling parts and accessories as part of a wider assortment — a broad incumbent that competes with Deler on convenience and brand breadth.
- Komplett: Major Norwegian e-commerce retailer with a broad assortment that includes cycling accessories and some bike parts. Adjacent competitor in Norwegian online retail.
Direct peers
- Probikeshop: European online bike-parts and accessories retailer with a broad multi-brand catalog. Comparable to Deler in focusing on bike parts and accessories via a digital storefront.
- Chain Reaction Cycles: Major online bike-parts retailer serving European markets with broad SKU coverage and competitive pricing. Directly comparable to Deler's B2C/B2B bike parts e-commerce model.
- Wiggle: European online cycling and tri-sports retailer offering parts, accessories, and apparel. Overlaps with Deler's core offering and serves similar individual-cyclist and enthusiast buyers.
- Bike24: One of Europe's largest pure-play online bike-parts and cycling-equipment retailers, shipping across the continent including Norway. Directly comparable to Deler in product scope, online-only model, and target customers, but at significantly greater scale.
- Merlin Cycles: UK-based online bicycle-parts retailer with extensive brand and component coverage. Comparable to Deler's online pure-play bike-parts proposition, shipping internationally into markets like Norway.
- Cyclestore: Online bike-parts and cycling-accessories retailer serving European customers. Overlaps with Deler's product categories and direct-to-consumer e-commerce delivery model.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat2 records
Key risks5 records
Key highlights5 records
Customer concentration
Deler social profiles
Digital presenceDeler financial estimates
Financial estimateRevenue estimate
Valuation estimate
Deler leadership team
Management profileNumber of profiles
Deler funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Deler 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 Deler
What does Deler do?
Deler is a Norwegian online retailer that sells bicycle parts (sykkeldeler) and cycling equipment (sykkelutstyr) directly through its e-commerce storefront at deler.no. The platform serves both professional bicycle shops and mechanics requiring wholesale parts supply and individual cyclists purchasing parts for personal use, with inventory visibility, retail and net-price views, and an integrated customer center for order tracking.
Is Deler a public or private company?
Deler is a private company. It is classified as unknown and is currently operating.
When was Deler founded?
Deler was founded in -1. It employs 11 to 50 people.
Where is Deler based?
Deler is headquartered in Drøbak, Norway, in the Europe region.
Who are Deler's main competitors?
Broad incumbents on record are Decathlon, Sport1 Norge, XXL ASA and Komplett. Direct peers are Probikeshop, Chain Reaction Cycles, Wiggle, Bike24, Merlin Cycles and Cyclestore.
Does Deler have an API?
No public API is recorded for Deler.
What industry is Deler in?
Deler's product category is Cycling Equipment E-commerce. Its primary akta.pro industry code is CRAMAHAL, Bike Online Retail & Omnichannel Specialists, with a secondary code of CRAMABAH, Cycling & Bike Retail (Sales, Service & Accessories).