MHW Bike-House

What MHW Bike-House does

MHW Bike-House GmbH is a German multi-channel bicycle and e-bike retailer headquartered in Schwäbisch Hall, Baden-Württemberg, founded in 1989 and operating for over 35 years. The company maintains a dual-channel model combining a physical Radcenter (bicycle store) at Schmollerstraße 43 with a comprehensive online e-commerce shop at mhw-bike.de, the latter supported by country-specific storefronts across seven European markets (Spain, France, Italy, Ireland, Netherlands, Finland, plus a global English store). The company holds authorized dealer status for premium bicycle brands including Cube, Scott, Haibike, Trek, Kalkhoff, Winora, Conway, and Diamant, and is a certified Bosch E-Bike Center with a catalog of more than 400 e-bike models and over 10,000 bicycles in stock.

The core product offering spans electric and conventional bicycles across mountain, trekking, city, racing, gravel, cargo, folding, and children's categories, complemented by a broad accessories range (locks, helmets, bags, components, lighting, maintenance) and adjacent outdoor equipment (Petromax, camping gear). Underlying technology is centered on third-party e-bike drive systems from Bosch (Performance CX, Performance Line SX, Cargo Line), Yamaha (PW-S2/PW-X3), Fazua (Ride 60), and TQ (HPR60), integrated with Bosch displays and battery systems; no proprietary AI/ML or platform technology is disclosed.

The business model is predominantly unit-priced hardware sales through both physical retail and e-commerce, augmented by recurring financial services revenue. Customers can access 0% consumer financing through Consors Finanz (BNP Paribas) for purchases between €100 and €15,000, and employer-channel demand is captured via 12+ bicycle leasing partnerships (JobRad, BusinessBike, Bikeleasing, Lease a Bike, and others) using the German 0.25% salary conversion tax rule. Customer segments span individual retail consumers (commuters, recreational cyclists, mountain bikers, families) and B2B employer leasing customers. A dedicated Cube Store was opened at the Schwäbisch Hall headquarters in March 2026, marking the company's most recent branded retail expansion.

Name

MHW Bike-House

Legal name

MHW Bike-House GmbH

Website

https://mhw-bike.de

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

101–250 employees

Short description

MHW Bike-House GmbH is a German multi-channel bicycle and e-bike retailer founded in 1989, operating a physical Radcenter in Schwäbisch Hall and e-commerce storefronts across seven European country domains, selling 10,000+ bicycles and 400+ e-bike models as an authorized dealer for Cube, Bosch, Scott, Haibike, Trek, and others.

Ownership category

akta.pro rank

Product category

Bicycle and E-Bike Retail

NAICS

Motorcycle, Bicycle, and Parts Manufacturing (336991), Personal and Household Goods Repair and Maintenance (8114)

SIC

Motorcycles, Bicycles & Parts (3751)

akta.pro primary industry

Cycling & Bike Retail (Sales, Service & Accessories) (CRAMABAH)

akta.pro secondary industries

E-Bike Retail (CRAMAHAE), Bike Accessories Retail (Lights, Locks, Racks, Bags) (CRAMAHAD)

Keywords

• Bicycle retail
• E-bike sales
• Cycling accessories
• Bicycle leasing
• Bicycle workshop

Headquarters

HQ city

Schwäbisch Hall

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Bicycle and E-Bike Sales: One-time sale of bicycles and e-bikes across multiple categories including mountain bikes, trekking bikes, city bikes, racing bikes, children's bikes, and cargo bikes. Revenue generated from retail sales both online and in physical store.
2. Accessories and Parts: Sales of bicycle accessories including helmets, locks, bags, pedals, lighting, tires, tubes, tools, care products, and outdoor equipment (Petromax, camping gear).
3. Financing and Leasing Services: 0% financing through Consors Finanz partner for bicycle purchases; bicycle leasing programs through 12+ employer partnerships (JobRad, BusinessBike, etc.).

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

MHW Bike-House sells bicycles, e-bikes, accessories, and outdoor gear through a combined online shop (mhw-bike.de plus seven country domains) and a physical Radcenter in Schwäbisch Hall. The product range spans E-MTB, trekking, cargo, gravel, city, road, racing, children's, and folding bikes across brands such as Cube, Scott, Haibike, Trek, Kalkhoff, Winora, and Conway, supported by financing (0% via Consors Finanz) and bicycle leasing via 12+ employer-leasing partners. Value-added services include professional workshop repair/maintenance and the MHW Magazin advisory content library.

Product overview

MHW Bike-House operates a multi-channel bicycle and E-Bike retail platform combining an online e-commerce shop with physical retail locations in Schwäbisch Hall, Germany. The core product portfolio centers on E-Bikes (mountain bikes, trekking bikes, cargo bikes, gravel bikes, and folding bikes) and conventional bicycles across all categories, complemented by a comprehensive accessories range (locks, helmets, bags, components, lighting, maintenance) and outdoor equipment. The company serves as an authorized dealer for major brands including Cube, Scott, Haibike, Trek, Kalkhoff, Winora, and Conway, operating both as a general retailer and a dedicated Cube Store. Value-added services include bicycle leasing through multiple employer programs, 0% financing via Consors Finanz, professional workshop services, and an advisory magazine. The business model combines new bike sales, accessories, and services rather than a unified software platform.

Differentiator

Problem solved

Functional benefit

Products and services

• E-Bikes Electric bicycles spanning E-MTB (hardtail and fully), E-Trekking, E-Cargo, E-Gravel, E-Road, and E-Folding categories, sold across multiple premium brands for individual consumers seeking pedal-assisted cycling.
• Fahrräder (Conventional Bicycles) Non-electric bicycles including mountain bikes (hardtail and fully), city, trekking, cross, racing (aluminium and carbon), gravel, freestyle, and children's bikes (12"–26") plus Puky branded ride-on vehicles.
• Bicycle Accessories Bicycle accessories and components including locks (folding, chain, cable, U-locks), helmets, transport equipment (trailers, racks), bags, pedals, lighting, saddles, fenders, water bottles, tubes, tools, computers, and maintenance products.
• Outdoor Products Outdoor equipment complementary to cycling, including Petromax lamps, grills, cookware, coolers, camping gear, thermoses, cool bags, and dry bags.
• Bicycle Leasing (Fahrrad-Leasing) Employer-based salary conversion bicycle leasing program offered through 12+ leasing partners, enabling employees to lease bikes including e-bikes with tax advantages via the 0.25% rule.
• 0%-Finanzierung (0% Installment Financing) Interest-free installment financing for bicycle and e-bike purchases from €100 to €15,000 through Consors Finanz (BNP Paribas), available to German buyers aged 18+ meeting income and SCHUFA eligibility.
• Werkstatt-Service (Workshop Service) Professional workshop services including assembly, maintenance, and repair for bicycles and e-bikes, with online appointment booking available for customers.
• Sale Items Discounted previous-year models, demonstration bikes, second-choice bikes with minor cosmetic damage, and special promotional offers.

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

15 partnerships are on record, tiered core and minor.

• JobRadcoreChannel Partner/ Reseller/ DistributorPrimary bicycle leasing partner enabling employer-based salary conversion programs. Employees can lease bicycles through their employer with tax advantages (0.25% rule). Example calculation provided for €3,000 bicycle with potential 39% savings.
• BusinessBikecoreChannel Partner/ Reseller/ DistributorBicycle leasing partner for employer-based employee benefit programs. Enables salary conversion leasing for company bicycles.
• BikeleasingcoreChannel Partner/ Reseller/ DistributorBicycle leasing partner providing employer-based leasing solutions for employee bicycle procurement.
• Lease a BikeminorChannel Partner/ Reseller/ DistributorBicycle leasing partner for employer-based bicycle programs.
• Deutsche DienstradminorChannel Partner/ Reseller/ DistributorBicycle leasing partner enabling company bicycle programs for employees.
• mein DienstradminorChannel Partner/ Reseller/ DistributorBicycle leasing partner for employer-based employee bicycle programs.
• AGL Activ ServicesminorChannel Partner/ Reseller/ DistributorBicycle leasing partner for corporate bicycle programs.
• EuroRadminorChannel Partner/ Reseller/ DistributorBicycle leasing partner for employer-based bicycle programs.
• EleasaminorChannel Partner/ Reseller/ DistributorBicycle leasing partner for company bicycle programs.
• Würth LeasingminorChannel Partner/ Reseller/ DistributorBicycle leasing partner for employer-based bicycle provision.
• KazenmaierminorChannel Partner/ Reseller/ DistributorBicycle leasing partner for company bicycle programs.
• Dein-JobbikeminorChannel Partner/ Reseller/ DistributorBicycle leasing partner for employer-based bicycle leasing.
• BoschcoreTechnology or IntegrationCertified Bosch E-Bike Center. Offers full range of Bosch-powered e-bikes with various motor systems including Performance CX, Performance Line SX, and Cargo Line. Uses Bosch displays (Intuvia, Kiox, Purion) and battery systems.
• CubecoreChannel Partner/ Reseller/ DistributorPrimary brand partner with dedicated Cube Store at Schwäbisch Hall location (opened March 2026). Stocks complete Cube range including mountain bikes, trekking, gravel, road, and cargo e-bikes. Exclusive Cube 2026 launch partner.
• DHL, GLS, FedExcoreTechnology or IntegrationLogistics partners for shipping bicycles and accessories. Bicycles shipped pre-assembled in specialized boxes with tracking. Delivery to home address or pickup location.

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Bike24: Major German online bicycle and e-bike retailer with broad multi-brand assortment and international shipping. Closest comparable in terms of multi-brand online bike retail model with similar catalog breadth.
• Rose Bikes: German bicycle brand and direct-to-consumer retailer with strong online presence and a flagship store. Comparable as a premium German cycling retailer with own-brand plus multi-brand offerings and strong online reach.
• Bike-Components: German online retailer specializing in bicycle components, accessories, and parts with B2B and B2C channels. Comparable as a specialized German online bike retailer with deep catalog and components expertise.
• Bikediscount: German online bike specialist offering competitive pricing on bikes, components, and accessories across all categories. Comparable as a price-aggressive online-first bicycle retailer targeting German and EU consumers.
• Lucky Bike: German bicycle retail chain with multiple physical stores and online shop offering bikes, e-bikes, and service. Comparable multi-channel bike retailer with workshop service and broad brand portfolio.
• Fahrrad-XXL: Large German multi-store bicycle retail chain with extensive physical footprint and online shop selling bikes, e-bikes, and accessories. Comparable as a multi-brand bike retailer with both brick-and-mortar and e-commerce operations.

Regional players

• Ridecake / Radhaus regional stores: Regional German bicycle retailers with physical stores offering multi-brand bike and e-bike sales plus workshop service. Comparable as a regional physical bike retailer model with similar service-and-sales approach.

Others

• Internetstores (parent of Bike24): Holding company focused on specialty e-commerce in cycling and outdoor. Comparable as a strategic operator in the same bicycle e-commerce vertical with similar B2C and B2B channels.

Broad incumbents

• Decathlon: Global sporting goods retailer with extensive bike and e-bike assortment at value price points, including own-brand Btwin. Comparable as a broad sporting goods retailer competing for bicycle category share with multi-brand offerings.

Emerging players

• Canyon: German direct-to-consumer bike brand selling premium road, mountain, gravel, and e-bikes globally. Comparable as a premium German cycling brand with strong e-commerce; represents both a peer and a potential competitive threat as a brand MHW resells.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/mhwbike
• YouTubeyoutube.com/channel/UCYEE7w-hE8OPnQ10ZvmBRxQ
• Facebookfacebook.com/mhwbike
• Instagraminstagram.com/mhwbike
• TikToktiktok.com/@mhwbike
• Pinterestde.pinterest.com/mhwbike

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 MHW Bike-House