PEdALED
PEdALED is an Italian-designed direct-to-consumer cycling apparel brand, subsidiary of Selle Royal Group, selling technical jerseys, bib shorts, jackets, and accessories through its Shopify storefront to endurance, road, gravel, mountain bikers, and urban cyclists across 60+ countries.
- Company typePrivate
- Founded2007
- HeadquartersTokyo, Japan
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What PEdALED does
PEdALED is an Italian-designed, direct-to-consumer cycling apparel brand founded around 2007 and operated as a subsidiary brand within Selle Royal Group S.p.A., a Vicenza-headquartered cycling conglomerate that also controls Fizik, Brooks, Crankbrothers, and Pannier. The company sells cycling clothing and accessories through its Shopify-based storefront at pedaled.com, shipping to approximately 60+ countries with multi-currency support, free shipping on all orders, and 15-day free returns. Pricing is set exclusively in Euros and spans roughly €25–€260, with core jerseys at €90–220, bib shorts at €120–260, jackets at €50–200, and base layers at €30–85.
The product portfolio is organized into purpose-built collections: Odyssey (ultra-distance and endurance with signature multi-pocket jerseys and cargo bib shorts), Element (road cycling with performance fabrics), Yama (mountain bike and trail), Lifewear (urban and lifestyle), and Logo (branded apparel). The assortment also extends into accessories and adjacent categories such as foldable bikepacking shoes, bikepacking bags, caps, socks, and gloves. Technical differentiation rests on third-party fabric integrations including Polartec moisture-management, Merino wool odor-resistance, Elastic Interface chamois pads, Primaloft insulation, and an in-house Airtastic windproof fabric.
The business operates a single-channel DTC model with no wholesale or marketplace distribution disclosed. Marketing is content-led, anchored by the Pedaled Adventures blog, athlete storytelling around ultra-distance events such as the Transcontinental Race and Silk Road Mountain Race, and community engagement across Instagram, YouTube, Facebook, and a dedicated Strava club. Revenue is generated through one-time apparel sales supplemented by bundles (up to 20% off) and seasonal promotional events offering 20–60% discounts, targeting endurance cyclists, road cyclists, gravel riders, bikepackers, mountain bikers, and urban commuters as primary customer segments.
PEdALED firmographics
Firmographics- Name
- PEdALED
- Legal name
- PEdALED
- Website
- https://pedaled.com
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- PEdALED is an Italian-designed direct-to-consumer cycling apparel brand, subsidiary of Selle Royal Group, selling technical jerseys, bib shorts, jackets, and accessories through its Shopify storefront to endurance, road, gravel, mountain bikers, and urban cyclists across 60+ countries.
- Ownership category
- akta.pro rank
PEdALED industry classification
Industry- Product category
- Cycling Apparel
- NAICS
- Sporting Goods Retailers (45911)
- SIC
- Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Bike Apparel, Helmets & Protective Gear Retail (CRAMAHAC)
- akta.pro secondary industries
- Cycling & Bike Retail (Sales, Service & Accessories) (CRAMABAH), Bike Accessories Retail (Lights, Locks, Racks, Bags) (CRAMAHAD)
Keywords
Where PEdALED is headquartered
LocationHeadquarters
- HQ city
- Tokyo
- HQ country
- Japan
- HQ region
- Asia
Offices1 record
Markets served
PEdALED business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Cycling Apparel Sales: PEdALED generates revenue primarily through direct-to-consumer sales of cycling apparel and accessories. The company sells jerseys, bib shorts, jackets, base layers, tops, and accessories at various price points ranging from approximately €25 to €260. Products are sold at full price with seasonal sales promotions offering discounts up to 50-60% off.
- Bundles and Collections: The company offers product bundles (save up to 20%) and curated collections (Shop the Look) to drive higher average order values through cross-selling related items.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Cycling jerseys from €90 to €220 |
| Unit Pricing | Pay-as-you-go | Bib shorts from €120 to €260 |
| Unit Pricing | Pay-as-you-go | Jackets and gilets from €50 to €200 |
| Unit Pricing | Pay-as-you-go | Base layers from €30 to €85 |
| Unit Pricing | Pay-as-you-go | Tops and T-shirts from €50 to €140 |
| Unit Pricing | Pay-as-you-go | Accessories from €25 to €65 |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
PEdALED product offering
Product offeringCore offering
PEdALED designs and sells technical cycling apparel and riding accessories for road, gravel, mountain bike, bikepacking, and urban cycling through its own direct-to-consumer e-commerce store. Products are organized into themed collections — Odyssey (ultra-distance), Element (road), Yama (MTB), Lifewear (urban/lifestyle), and Logo — including jerseys, bib shorts, jackets/gilets, base layers, tops, socks, shoes, caps, gloves, and bikepacking accessories, priced from approximately €25 to €260.
Product overview
PEdALED is a cycling apparel brand offering a diversified portfolio of men's and women's cycling clothing and accessories. The product ecosystem is organized into distinct collections: Odyssey (ultra-distance/endurance with multi-pocket innovations), Element (road cycling with advanced fabrics and fits), Yama (mountain bike/trail apparel), Lifewear (urban active lifestyle), Logo (branded apparel), and Collabs (collaborations). Core apparel includes jerseys (Cargo seven-pocket, Delta six-pocket, Mesh, Aero, Merino), bib shorts & tights, jackets & gilets, base layers, and tops. Accessories span socks/shoes, hats/caps, gloves, and bikepacking bags. The brand positions itself around adventure cycling, drawing from experience supporting ultra-distance races like the Transcontinental Race and Silk Road Mountain Race. Products are designed in Italy and sold primarily through the Shopify e-commerce platform.
Differentiator
Problem solved
Functional benefit
Brands
- Odyssey: Ultra-distance cycling collection featuring innovative multi-pocket bike jerseys and bib shorts
- Element
- Yama
- Lifewear
Products and services
- Odyssey Collection Ultra-distance and endurance cycling apparel featuring innovative multi-pocket designs, with jerseys, bib shorts, vests, and base layers engineered for long-distance rides and races. Targeted at cyclists participating in ultra-distance events like the Transcontinental Race and Silk Road Mountain Race.
- Element Collection Road cycling apparel range featuring smarter fits and advanced fabrics, including jerseys, bib shorts, windproof jackets, base layers, gloves, and caps designed for performance and everyday cycling. Targeted at performance-focused road cyclists.
- Yama Collection Off-road ready mountain biking (MTB) apparel including trail shorts, pants, jackets, hooded anoraks, and technical t-shirts built tough for rugged trails and tracks. Targeted at mountain bikers and trail riders.
- Lifewear Collection Urban and lifestyle cycling apparel offering daily active comfort with technical features, including shirts, tees, insulated shirts, and vests for on and off the bike. Targeted at urban commuters and lifestyle cyclists.
- Cycling Jerseys Cycling jerseys in various styles including Cargo (seven-pocket), Delta (six-pocket), Mesh (featherweight), Aero (compressive), and Merino wool variants for men and women. Priced approximately €90–€220.
- Cycling Bib Shorts & Tights Cycling bib shorts featuring Elastic Interface pads, available in cargo (multi-pocket), training, lightweight, and pro (race-ready compressive) variants for endurance and performance. Priced approximately €120–€260.
- Cycling Jackets & Gilets Weatherproof outerwear including windproof jackets, insulated vests, high visibility garments, hydrovests, Airtastic windproof pieces, and trail jackets for all-weather cycling. Priced approximately €50–€200.
- Cycling Base Layers Moisture and temperature regulating base layers made from merino wool and Polartec Power Dry fabrics, available in sleeveless, short, and long sleeve options. Priced approximately €30–€85.
- Tops & T-Shirts Technical and lifestyle tops including merino tees, Power Dry trail t-shirts, double-face tees, and insulated shirts for cycling and urban wear. Priced approximately €50–€140.
- Foldable Bikepacking Shoes Foldable, packable off-bike footwear designed for bikepacking adventures where minimal space and maximum comfort are essential.
- Bikepacking Bags & Accessories Adventure cycling bags and accessories including desert caps, bandanas, merino reflective socks, and gloves designed for multi-day bikepacking trips. Priced approximately €25–€65.
- Socks & Shoes Cycling footwear and socks including Primaloft winter socks, tie dye socks, merino reflective socks, and foldable bikepacking shoes.
- Hats & Caps Cycling caps and headwear including ultra-breathable summer caps with quick-drying properties. Priced approximately €30.
- Gloves Lightweight, padded fingerless cycling gloves and ultra-distance summer gloves for improved grip and comfort. Priced approximately €40.
- Bundles Pre-configured cycling kit combinations offering savings of up to 20% when purchasing complementary apparel together.
- Logo Collection Branded cycling apparel collection featuring the PEdALED logo, offering jerseys, tops, and accessories with signature brand styling.
Quantifiable outcome
- Products support ultra-distance events including the Transcontinental Race and Silk Road Mountain Race
Companies that use PEdALED
Customer profileSegments6 records
Ideal customer profiles4 records
PEdALED technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
PEdALED partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Selle Royal Group S.p.AcorePEdALED is a brand owned by Selle Royal Group S.p.A, an Italian company specializing in cycling components and accessories. The group includes other cycling brands including Fizik (saddles), Brooks (leather saddles), Crankbrothers ( pedals), and Pannier (bicycle bags).
Scale indicators9 records
Recent moves6 records
Expansion highlights5 records
PEdALED competitors and assessment
Company assessmentDirect peers
- Castelli: Italian heritage cycling apparel brand (sister in country of origin to PEdALED) with technical jerseys, bib shorts, and outerwear sold DTC and through global dealer networks. Direct overlap in road and ultra-distance product categories.
- Sportful: Italian cycling apparel brand owned by Manifattura Valcismon, with technical road, gravel, and cross-country MTB kits sold globally. Comparable in product range and Italian heritage to PEdALED.
- Q36.5: Italian-designed, South Tyrolean premium cycling apparel brand with proprietary fabric technologies and a focus on road, gravel, and off-road performance. Comparable to PEdALED in technical positioning and Italian design DNA.
- MAAP: Australian premium cycling apparel brand selling road, gravel, and off-road kits through DTC globally, with strong athlete sponsorship and content marketing. Direct competitor for the same premium, performance-oriented customer PEdALED targets.
- Isadore: Premium cycling apparel brand with a DTC-led model, content-driven marketing, and multi-discipline collections (road, gravel, all-road) — directly comparable in size, channel strategy, and customer to PEdALED.
- Pas Normal Studios: Copenhagen-based premium cycling apparel brand with a DTC-first model, Scandinavian design aesthetic, and multi-discipline collections (road, gravel, lifestyle) — closely mirroring PEdALED's premium DTC and content-driven approach.
- Assos: Swiss heritage premium cycling apparel brand specializing in high-end road and racing kits. Directly competes in PEdALED's road and ultra-distance segments with a longer history and global dealer presence.
- Rapha: Premium DTC cycling apparel brand (now LVMH-owned) with similar sub-brand architecture, multi-discipline collections, content/community-led marketing (Rapha Cycling Club), and a global e-commerce footprint. Closest direct competitor to PEdALED in positioning and customer.
- Velocio: Premium DTC cycling apparel brand with a sustainability focus, technical road and gravel kits, and a small-team, content-led model. Closely comparable in scale, channel, and customer to PEdALED.
Broad incumbents
- Pearl Izumi: Larger, established performance cycling apparel and footwear brand with broad road, MTB, and run coverage and global wholesale distribution. Overlaps with PEdALED in core cycling apparel but at greater scale and broader assortment.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
PEdALED social profiles
Digital presencePEdALED financial estimates
Financial estimateRevenue estimate
Valuation estimate
PEdALED leadership team
Management profileNumber of profiles
PEdALED funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PEdALED 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 PEdALED
What does PEdALED do?
PEdALED designs and sells technical cycling apparel and riding accessories for road, gravel, mountain bike, bikepacking, and urban cycling through its own direct-to-consumer e-commerce store. Products are organized into themed collections — Odyssey (ultra-distance), Element (road), Yama (MTB), Lifewear (urban/lifestyle), and Logo — including jerseys, bib shorts, jackets/gilets, base layers, tops, socks, shoes, caps, gloves, and bikepacking accessories, priced from approximately €25 to €260.
Is PEdALED a public or private company?
PEdALED is a private company. It is classified as corporate owned and is currently operating.
When was PEdALED founded?
PEdALED was founded in 2007. It employs 11 to 50 people.
Where is PEdALED based?
PEdALED is headquartered in Tokyo, Japan, in the Asia region.
How does PEdALED make money?
Two revenue lines are on record. Cycling Apparel Sales are the primary driver. The others are bundles and Collections.
Who are PEdALED's main competitors?
Direct peers on record are Castelli, Sportful, Q36.5, MAAP, Isadore, Pas Normal Studios, Assos, Rapha and Velocio. Pearl Izumi is listed as a broad incumbent.
Does PEdALED have an API?
No public API is recorded for PEdALED.
What industry is PEdALED in?
PEdALED's product category is Cycling Apparel. Its primary akta.pro industry code is CRAMAHAC, Bike Apparel, Helmets & Protective Gear Retail, with a secondary code of CRAMABAH, Cycling & Bike Retail (Sales, Service & Accessories). Its NAICS code is 45911 and its SIC code is 5600.