Electric Bike Sales

What Electric Bike Sales does

Electric Bike Sales, legally The Electric Transport Shop Ltd, is a UK specialist eBike retailer founded in 2005 and headquartered in Cambridge. It operates four retail showrooms with integrated workshops in Cambridge, Oxford, Bristol, and York, supported by a national e-commerce storefront offering click-and-collect and home delivery. The company retails a broad portfolio of electric bikes across commuter, touring, road, electric mountain (eMTB), cargo, and folding categories from partner brands including Riese & Müller, Gazelle, Cube, Haibike, Raleigh, Lapierre, Babboe, NeoMouv, and Aitour, plus accessories, GPS trackers, integrated lighting, and components.

The business monetises through six distinct revenue streams: one-off hardware sales of new eBikes, accessories and components, professional servicing and repairs (stage 1–4 maintenance), conversion kit installation, a trade-in and pre-owned resale program, and a Corporate eBike Program including e-Cargo fleet sales and the Pathfinder Project e-Cargo Bike & Trike Hire service. Pricing is unit-based with entry-level bikes under £2,000 and premium models above £4,000, augmented by Klarna, V12 Retail Finance, and Cyclescheme payment options. The go-to-market is direct-to-consumer across retail, e-commerce, and community events, with a sales-led overlay for commercial fleets.

The underlying operating model rests on specialist technical talent (e-bike technicians trained across Bosch, Shimano Steps, Yamaha, and Fazua drivetrains), a multi-brand distribution portfolio, and long-term aftersales service commitments including guaranteed parts availability for the life of each eBike. Technology is not developed in-house; competitive differentiation derives from category expertise, brand breadth, and integrated retail-plus-workshop infrastructure rather than proprietary IP.

Name

Electric Bike Sales

Legal name

The Electric Transport Shop Ltd

Website

https://electricbikesales.co.uk

Company type

Private

Founded year

2005

Operating status

Operating

Ownership category

akta.pro rank

Product category

Electric Bicycle Retail

NAICS

Motorcycle, Bicycle, and Parts Manufacturing (336991), Motorcycle, ATV, and All Other Motor Vehicle Dealers (441227), Automotive Parts, Accessories, and Tire Retailers (4413)

SIC

Motorcycles, Bicycles & Parts (3751)

akta.pro primary industry

E-Bike Retail (CRAMAHAE)

akta.pro secondary industries

Cycling & Bike Retail (Sales, Service & Accessories) (CRAMABAH), Bike Service, Repair & Maintenance Shops (CRAMAHAH), E-Bikes & Electric Bicycles (CRACASAA)

Keywords

• Electric bike retail
• EBike servicing and repairs
• Cargo bike sales
• EBike conversion kits
• Corporate eBike leasing

Headquarters

HQ city

Cambridge

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Electric Bike Sales: Sale of electric bikes including commuter, touring, mountain, cargo, and folding eBikes from partner brands. One-time hardware purchases with varying price points from entry-level under £2000 to premium models.
2. Accessories and Components: Sale of eBike accessories including displays, GPS trackers, lights, locks, batteries, chargers, brakes, gears, saddles, and other components. Also offers upgrades and replacement parts.
3. eBike Servicing and Repairs: Professional maintenance services including Stage 1-4 servicing, repairs, and insurance damage assessment. Workshop services for the entire life of the eBike with guarantee that parts will remain available.
4. eBike Conversions: Conversion kit sales and installation services including front hub motor conversions, Brompton electric conversions, cargo bike conversions, and trike conversions.
5. Trade-In Program: Customers can trade their eBike back when upgrading, with the company remarketing pre-owned bikes. Also offers pre-owned bike purchases.
6. Corporate eBike Program: Commercial eCargo bikes and fleet sales for businesses, including e-Cargo Bike & Trike Hire services.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Electric Bike Sales is a UK specialist retailer that sells, services, and customises electric bicycles from leading partner brands such as Raleigh, Riese & Muller, Cube, Gazelle, Lapierre, Haibike, Babboe, and NeoMouv. The business combines four physical showrooms (Cambridge, Oxford, Bristol, York) with a national e-commerce site, offering eBike conversion kits, accessories, batteries, repairs, servicing, trade-in, and a corporate fleet program for businesses.

Product overview

Electric Bike Sales operates as a specialist multi-channel eBike retailer and service provider, offering an extensive portfolio of electric bikes across multiple categories including commuter/touring, electric mountain bikes (eMTB), road, cargo, and folding bikes. The company serves both consumer and commercial markets through physical stores in Cambridge, Oxford, Bristol, and York, plus online sales with click-and-collect. Their product ecosystem encompasses conversion kits for DIY electric bike builds, GPS tracking upgrades, batteries and chargers, integrated lighting systems, and a full range of cycling accessories. Core brands include Gazelle (Dutch city bikes), Cube (German performance), Riese & Müller (premium German), Haibike (performance), Raleigh (UK heritage), Lapierre (French), Babboe (Dutch cargo), and NeoMouv (French). They provide complementary services including professional eBike servicing (stages 1-4), repairs, trade-in programs, corporate fleet solutions, and financing options through Klarna and V12 Retail Finance.

Differentiator

Problem solved

Functional benefit

Products and services

• Electric Mountain Bikes Off-road electric bicycles sold under partner brands, aimed at UK riders seeking assisted trail and off-road riding.
• Electric Hybrid and Touring Bikes Versatile electric bicycles suited to commuting, leisure, and longer-distance touring, offered for individual UK consumers.
• Electric Road Bikes Lightweight electric road bicycles for sport and fitness riding, sold to individual UK consumers.
• Electric Cargo Bikes Electric cargo bicycles designed to carry children, shopping, or goods, sold to UK families and small businesses.
• Electric Compact and Folding Bikes Compact and folding electric bicycles aimed at commuters and urban riders with limited storage space.
• eBike Conversion Kits Kits that convert a conventional bicycle into an electric bicycle, sold to riders who want to electrify an existing bike.
• eBike GPS Trackers GPS tracking devices for electric bicycles, sold as a standalone accessory to help owners recover stolen bikes.
• eBike Batteries and Chargers Replacement batteries and chargers for electric bicycles, sold to owners needing spares or extended range.
• eBike Servicing and Maintenance Workshop servicing, repairs, and maintenance for electric bicycles, offered in-store at the four UK showrooms and via a mail-order collection and return service for online customers.
• eBike Trade-In Program Service that takes an existing bicycle in part exchange and applies its value as credit toward the purchase of a new electric bicycle.
• Corporate eBike Program B2B program supplying electric bicycles to UK employers for staff use, supported by Cycle to Work and salary-sacrifice scheme options.

Quantifiable outcome

• Reduced maintenance costs compared to car ownership
• +1 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

16 partnerships are on record, tiered core and minor.

• RaleighcoreChannel Partner/ Reseller/ Distributor · 1 January 2005Long-standing partnership with Raleigh, one of the UK's most recognized bicycle brands. Stocks full range of Raleigh electric bikes and eCargo bikes including Motus, Centros, Stride 2, and Stride 3 models.
• Riese & MüllercoreChannel Partner/ Reseller/ DistributorPremier partner for Riese & Müller eBikes and eCargo bikes including Load, Packster, Multitinker, Transporter, and UBN models. One of the UK's foremost Riese & Müller partners.
• CubecoreChannel Partner/ Reseller/ DistributorExtensive stock of Cube electric bikes including Kathmandu Hybrid, Touring Hybrid, Supreme Hybrid, Stereo Hybrid, Reaction Hybrid, Nuroad Hybrid, Cargo Hybrid, and Longtail Hybrid models.
• GazellecoreChannel Partner/ Reseller/ DistributorPremier stockist of Gazelle Dutch city eBikes including Avignon, Grenoble, Ultimate, Eclipse, and Makki Load eCargo models.
• LapierrecoreChannel Partner/ Reseller/ DistributorPartnership for Lapierre eBikes including E-Explorer and E-Zesty models, representing performance-oriented French eBikes.
• HaibikecoreChannel Partner/ Reseller/ DistributorStockist of Haibike performance eBikes including ALLMTN, Trekking, and Hybe models. Positioning as performance eBikes for demanding riders.
• BabboeminorChannel Partner/ Reseller/ DistributorPreviously stocked Babboe eCargo bikes and trikes. Brand faced stop-sale and recall notices, affecting partnership. Alternative brands like Aitour offered as substitutes.
• BoschcoreTechnology or IntegrationUses Bosch eBike systems across many bike brands including motors, batteries, and displays. Offers Bosch Smart System with dual battery capabilities. Stocks Bosch eBike parts and GPS trackers.
• Shimano StepscoreTechnology or IntegrationPartners with Shimano for eBike drive systems across multiple brands. Stocks Shimano eBike parts, E-Tube Di2 electronics, and Nexus/Alfine hub systems.
• YamahacoreTechnology or IntegrationYamaha eBike systems used in various bikes. Stocks Yamaha eBike parts and GPS trackers for Yamaha-equipped bikes.
• KlarnacoreGTM or Marketing PartnerPayment partner offering 'Pay later in 3 interest-free installments' financing option at checkout, enabling customers to spread purchase costs.
• V12 Retail FinancecoreGTM or Marketing PartnerCredit products offered through Secure Trust Bank PLC trading as V12 Retail Finance, providing installment financing options for eBike purchases.
• CycleschemecoreGTM or Marketing PartnerAccepts Cycle to Work scheme payments, allowing employees to purchase eBikes through salary sacrifice programs for tax benefits.
• Sundays InsuranceminorGTM or Marketing PartnerReferral partnership for eBike insurance services, offering specialized coverage for electric bikes.
• AitourminorChannel Partner/ Reseller/ DistributorDutch eCargo brand offered as alternative to Babboe. Aitour designs and manufactures electric bikes in Holland, Germany and Poland with over 15 years experience.
• Cambridge Goes Electric EventminorStrategic or Co-development PartnerAnnual electric vehicle event in Cambridge where Electric Bike Sales participates to showcase eBikes and provide test rides. Partners with London to Cambridge Bike Ride charity event.

Scale indicators5 records

Recent moves1 record

Expansion highlights5 records

Regional players

• Sigma Sports: Premium UK cycling retailer with strong road and eBike offering (Colnago, Pinarello, plus e-road models). Comparable premium-brand, workshop-led approach overlapping on the high-end eBike category.
• Rutland Cycling: UK multi-store regional cycling retailer carrying premium eBike brands (Cube, Gazelle, Raleigh) with workshop facilities. Comparable physical-store + workshop model though not eBike-specialist.
• Leisure Lakes Bikes: UK cycling retailer with physical stores and online channel stocking Cube, Riese & Müller, Haibike, and other Electric Bike Sales brands. Comparable multi-channel specialist model on overlapping premium-brand SKU.

Emerging players

• Cowboy: European venture-backed direct-to-consumer electric bike brand selling premium connected eBikes online. Represents the disintermediation threat to specialist retailers and overlapping urban commuter customer base.

Direct peers

• Fully Charged: UK specialist electric bike retailer with showrooms and workshops selling premium eBike brands (Bosch, Yamaha, Shimano powered). Closest direct peer given overlapping brand portfolio, specialist-only positioning, and workshop-led service offering.
• Tredz: UK online and multi-channel cycle retailer carrying a wide range of eBikes from Canyon, Cube, and other premium brands. Comparable multi-channel model and brand assortment, though with a broader (non-electric-only) cycling focus.
• Volt Electric Bikes: UK-based specialist electric bike brand and retailer combining direct-to-consumer eBike sales with showroom presence. Highly comparable specialist positioning targeting the same UK commuter/leisure/cargo customer.

Broad incumbents

• Halfords: UK's largest high-street cycle and motoring retailer with extensive eBike offering, in-store servicing, and Cycle to Work scheme participation. Provides the mass-market competitive context against which Electric Bike Sales' specialist depth is differentiated.
• Decathlon: Global sporting goods retailer with UK stores including own-brand electric bikes (Elops, Riverside) at lower price points. Comparable multi-channel retail footprint but with a mass-market, non-specialist positioning.
• Evans Cycles: UK multi-store high-street cycling retailer with broad eBike offering across price points. Comparable multi-store footprint and consumer-facing positioning with workshop services.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/TETSGB
• Facebookfacebook.com/ElectricBikeSales
• Instagraminstagram.com/tetsgb
• LinkedInlinkedin.com/company/electric-bike-sales

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Electric Bike Sales