Shirlaws
Shirlaws is a family-run motorcycle dealership in Aberdeen, Scotland, selling new and used bikes from Honda, Kawasaki, KTM, Triumph, and Fantic to individual consumers, with workshop servicing, MOT testing, clothing, and finance brokerage.
- Company typePrivate
- Founded1928
- HeadquartersAberdeen, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Shirlaws does
Shirlaws is a family-run motorcycle dealership based in Aberdeen, Scotland, operating from a purpose-built facility at Ker-An House. Founded in 1928, it is positioned as Scotland's oldest motorcycle dealer and was awarded MCN Dealer of the Year in 2022. The business holds main-franchise agreements with Honda, Kawasaki, KTM, and Triumph, and has added Fantic e-Bikes as an electric-assist bicycle line.
Shirlaws firmographics
Firmographics- Name
- Shirlaws
- Legal name
- Shirlaws Limited
- Website
- https://shirlaws.com
- Company type
- Private
- Founded year
- 1928
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Shirlaws is a family-run motorcycle dealership in Aberdeen, Scotland, selling new and used bikes from Honda, Kawasaki, KTM, Triumph, and Fantic to individual consumers, with workshop servicing, MOT testing, clothing, and finance brokerage.
- Ownership category
- akta.pro rank
Shirlaws industry classification
Industry- Product category
- Motorcycle Dealership
- NAICS
- Motorcycle, ATV, and All Other Motor Vehicle Dealers (441227), Motorcycle, Boat, and Other Motor Vehicle Dealers (44122)
- SIC
- Motorcycles, Bicycles & Parts (3751)
- akta.pro primary industry
- Cycling & Bike Retail (Sales, Service & Accessories) (CRAMABAH)
- akta.pro secondary industries
- Used & Refurbished Bike Retail (CRAMAHAK), Motorcycle Riding Gear & Apparel Retail (CRAMANAA)
Keywords
Where Shirlaws is headquartered
LocationHeadquarters
- HQ city
- Aberdeen
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Shirlaws business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Inventory / Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- New Motorcycle Sales: Sale of new motorcycles through franchise dealer agreements with Honda, Kawasaki, KTM, and Triumph manufacturers. Revenue generated from margin on vehicle sales.
- Used Motorcycle Sales: Sale of pre-owned motorcycles with the largest selection in Scotland. Includes part exchange options and nationwide delivery.
- Workshop Services and MOT Testing: Motorcycle servicing, repairs, and MOT testing performed by factory-trained technicians with a well-stocked parts department.
- Clothing and Accessories: Sale of motorcycle clothing, casual riding gear, winter gear, and accessories. One of the largest selections in Scotland.
- Finance Brokerage: Acting as credit broker introducing customers to finance providers. Commission received as flat fee between £150-£200 or 1.00%-5.75% of finance amount depending on lender.
- Warranty Products: RAC Warranty products offered on used motorcycles with options to upgrade coverage periods.
- Gift Vouchers: Sale of gift vouchers for motorcycles, services, and accessories.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | New Motorcycles - Franchise Dealer Pricing |
| Unit Pricing | Pay-as-you-go | Used Motorcycles - Dealer Pricing |
| Other | Pay-as-you-go | Service and MOT |
| Unit Pricing | Pay-as-you-go | Clothing and Accessories |
| Transaction based/ take rate | Pay-as-you-go | Bike Reservation Deposit |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels4 records
Shirlaws product offering
Product offeringCore offering
Shirlaws is a multi-franchise motorcycle dealership selling new bikes from Honda, Kawasaki, KTM, Triumph, and Fantic e-Bikes, alongside pre-owned motorcycles. The business also delivers motorcycle workshop servicing, MOT testing, RAC warranty products, a large range of motorcycle clothing and accessories, and acts as a credit broker for finance. Operations are anchored at a purpose-built showroom in Aberdeen with online listings and Scotland-wide plus mainland UK delivery.
Product overview
Shirlaws operates a single-location motorcycle dealership in Aberdeen, Scotland, established in 1928. The business offers a portfolio of related products and services centered around motorcycle sales and aftermarket support. The core revenue streams are new and used motorcycle sales (main franchises: Honda, Kawasaki, KTM, Triumph, plus Fantic e-Bikes), supported by workshop servicing, MOT testing, and warranty programs. Additional revenue comes from clothing and accessories retail, and finance arrangement services. All offerings are delivered through one physical dealership location with online presence for browsing and enquiries.
Differentiator
Problem solved
Functional benefit
Products and services
- New Motorcycle Sales
- Used Motorcycle Sales
- Motorcycle Workshop Services
- MOT Testing
- RAC Warranty Products
- Clothing and Accessories
- Motorcycle Finance Brokerage
- Gift Vouchers
Quantifiable outcome
- Nearly 100 years in business as a family-run motorcycle dealer since 1928
- +1 more outcomes
Companies that use Shirlaws
Customer profileSegments2 records
Ideal customer profiles2 records
Shirlaws technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Shirlaws partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and minor.
- HondacoreMain franchise dealer for Honda motorcycles and scooters. Full range of new Honda bikes available with sales, service, and parts support.
- KawasakicoreMain franchise dealer for Kawasaki motorcycles and scooters. Full range of new Kawasaki bikes in stock.
- KTMcoreMain franchise dealer for KTM motorcycles. Range includes race-ready off-road bikes and street machines.
- TriumphcoreScotland's most established Triumph dealer with dedicated sales area, clothing, accessories, and aftersales department.
- Fantic e-BikesminorDealer for Fantic electric mountain bikes including XTF 1.5 Carbon e-MTB range.
- RAC WarrantycoreRAC warranty products offered on used motorcycles. Minimum 6 month warranty with option to upgrade to 12 months. Includes RAC roadside assistance.
- The Compliance Guys LtdcoreFCA authorized principal firm (FRN: 941360) that Shirlaws is an Appointed Representative of for consumer credit activities.
- Triumph Motorcycles (GB)coreManufacturer partner sharing customer data for warranty administration and service record purposes.
- Kawasaki Motors (GB)coreManufacturer partner sharing customer data for warranty and service purposes.
- KTM Sportmotorcycle UK LimitedcoreManufacturer partner sharing customer and vehicle data for warranty and service record administration.
- The Warranty Group LtdcoreExtended warranty provider partner for motorcycle protection products.
Scale indicators5 records
Recent moves5 records
Expansion highlights4 records
Shirlaws competitors and assessment
Company assessmentDirect peers
- Wheels Motorcycles: Peterborough-based multi-franchise UK motorcycle dealer selling new and used bikes with workshop services. Directly comparable to Shirlaws as a multi-brand main dealer with similar product/service mix (sales, service, MOT, accessories, finance).
- J&S Accessories: Long-established multi-branch UK motorcycle retailer and dealer offering new/used bikes, clothing, accessories, and workshop services across multiple sites. Comparable to Shirlaws as a UK motorcycle retailer with broad product portfolio and physical showroom footprint.
- Lexham Motorcycles: Norfolk-based UK motorcycle dealer for Honda, Kawasaki, Suzuki and other brands with sales, workshop and accessories. Comparable as a regional UK multi-brand motorcycle dealership with overlapping franchise portfolio to Shirlaws.
- Carl Rosner Motorcycles: London-based motorcycle dealer for Honda and Triumph with new/used sales, servicing, MOT, and accessories. Comparable to Shirlaws as a UK urban Honda/Triumph franchise dealer with similar brand mix and aftersales services.
- Performance Bikes: Historically a major UK motorcycle retail chain offering new/used bikes, parts, accessories, and workshop services. Comparable to Shirlaws as a UK motorcycle retailer focused on sport and performance segments with multi-brand offerings.
- Fowlers of Bristol: Multi-franchise motorcycle dealer in Bristol carrying multiple major brands with new/used sales, workshop, parts, clothing, and accessories. Directly comparable as a UK regional multi-brand motorcycle dealership with full-service offering.
Broad incumbents
- Stratstone: Large UK multi-franchise automotive and motorcycle dealer group operating across multiple brands and regions with full dealership capabilities. Comparable as a broader UK dealer incumbent with motorcycle franchises, though operating at significantly larger scale and across geographies.
Market position
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Shirlaws social profiles
Digital presenceShirlaws financial estimates
Financial estimateRevenue estimate
Valuation estimate
Shirlaws leadership team
Management profileNumber of profiles
Profiles1 record
Shirlaws funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Shirlaws 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 Shirlaws
What does Shirlaws do?
Shirlaws is a multi-franchise motorcycle dealership selling new bikes from Honda, Kawasaki, KTM, Triumph, and Fantic e-Bikes, alongside pre-owned motorcycles. The business also delivers motorcycle workshop servicing, MOT testing, RAC warranty products, a large range of motorcycle clothing and accessories, and acts as a credit broker for finance. Operations are anchored at a purpose-built showroom in Aberdeen with online listings and Scotland-wide plus mainland UK delivery.
Is Shirlaws a public or private company?
Shirlaws is a private company. It is classified as family owned and is currently operating.
When was Shirlaws founded?
Shirlaws was founded in 1928. It employs 11 to 50 people.
Where is Shirlaws based?
Shirlaws is headquartered in Aberdeen, United Kingdom, in the Europe region.
How does Shirlaws make money?
Seven revenue lines are on record. New Motorcycle Sales are the primary driver. The others are used Motorcycle Sales, workshop Services and MOT Testing, clothing and Accessories, finance Brokerage, warranty Products and gift Vouchers.
Who are Shirlaws's main competitors?
Direct peers on record are Wheels Motorcycles, J&S Accessories, Lexham Motorcycles, Carl Rosner Motorcycles, Performance Bikes and Fowlers of Bristol. Stratstone is listed as a broad incumbent.
Does Shirlaws have an API?
No public API is recorded for Shirlaws.
What industry is Shirlaws in?
Shirlaws's product category is Motorcycle Dealership. Its primary akta.pro industry code is CRAMABAH, Cycling & Bike Retail (Sales, Service & Accessories), with a secondary code of CRAMAHAK, Used & Refurbished Bike Retail. Its NAICS code is 441227 and its SIC code is 3751.