BROTURES

What BROTURES does

BROTURES is a Tokyo-headquartered specialty bicycle retailer founded in 2009, focused on fixed-gear ("pist") bicycles and adjacent cycling categories including BMX, road, gravel, e-bikes, and cruiser bikes. The company operates four brick-and-mortar stores in Japan (Harajuku, Kichijoji, Osaka, Yokohama) alongside a Shopify-based e-commerce platform that ships internationally to more than 100 countries. It serves urban cycling enthusiasts, commuters, and collectors of Japanese NJS-certified keirin frames, providing a curated portfolio of marque brands (LEADER BIKES, DOSNOVENTA, FUJI, TYRANT BIKES, SE BIKES, BRONSON), a custom bike-build service, trade-in and financing programs, and a 610+ SKU aftermarket parts catalog drawn from more than 100 brands.

Its product offering spans complete bicycles priced from approximately ¥84,000 to ¥500,000, custom builds from ¥144,000 to ¥585,000, and used bikes listed in an internal marketplace (105 units). Technical operations include in-house assembly by mechanics, a proprietary "By BROTURES" component line, and a 60-day complimentary maintenance program for complete-bike customers. The custom-bike workflow is configured against rider measurements and component preferences with multi-week build lead times, and content/community assets such as FIXED GEAR SNAP and city-level blog posts anchor the brand in Japan's urban pist subculture.

The business model combines direct-to-consumer retail, custom build services, financing intermediation (BROTURES Bike Loan), used-bike trade-ins, and proprietary parts revenue. Pricing is primarily unit-based (per bike, per part), supported by tiered customization options and an active secondary market. Customer acquisition leans on enthusiast community channels — FIXED GEAR SNAP, blog content, and in-store test-ride events — establishing a content-and-experience-led retail model rather than a discount- or volume-driven approach.

Name

BROTURES

Legal name

カ）BROTURES

Website

https://brotures.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Specialty Bicycle Retail

NAICS

Motorcycle, Bicycle, and Parts Manufacturing (336991)

SIC

Motorcycles, Bicycles & Parts (3751)

akta.pro industry

PRIMARYCRAMAHAB

Bike Parts & Components Retail

Consumer Products & Retail/Sporting Goods & Outdoor Retail/Cycling & Bike Retail

SECONDARYCRAMAHAH

Bike Service, Repair & Maintenance Shops

Consumer Products & Retail/Sporting Goods & Outdoor Retail/Cycling & Bike Retail

SECONDARYCRAMAHAD

Bike Accessories Retail (Lights, Locks, Racks, Bags)

Consumer Products & Retail/Sporting Goods & Outdoor Retail/Cycling & Bike Retail

SECONDARYCRAMAHAK

Used & Refurbished Bike Retail

Consumer Products & Retail/Sporting Goods & Outdoor Retail/Cycling & Bike Retail

Keywords

• Fixed-gear bicycles
• Custom bike building
• Bicycle retail
• Bike components
• Custom wheel building

Headquarters

HQ city

Shibuya

HQ country

Japan

HQ region

Asia

Offices5 records

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. Complete Bike Sales: Sales of complete fixed-gear bikes from brands including LEADER, DOSNOVENTA, FUJI, DURCUS ONE, TYRANT BIKES, BROOKLYN MACHINE WORKS, with prices ranging from ¥84,000 to ¥500,000+
2. Custom Bike Orders: Bespoke custom bike builds where customers work with staff to create personalized fixed-gear bikes. Prices vary from ¥144,000 to ¥585,000+ based on components selected
3. Parts & Components: Extensive catalog of 610+ parts including frames, wheels, hubs, tires, handlebars, stems, grips, saddles, cranks, chains, pedals, brakes, and accessories
4. BROTURES Original Brand Products: Proprietary By BROTURES component line including grips, bar tape, pedals, straps, saddles, cranks, hubs, and rims
5. Used & Outlet Bikes: Pre-owned and outlet (discounted) bikes including NJS certified frames, vintage, and deadstock items. Used inventory includes 105 products
6. Bicycle Loan Financing: Installment payment service (バイクローン) at approximately 4.5% interest rate, allowing customers to finance purchases over 1-60 months
7. Trade-in Services: Purchase and trade-in services for used bikes and parts, with immediate cash payment or credit toward new purchases

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels9 records

Core offering

BROTURES is a specialty Japanese bicycle retailer and custom bike builder focused on fixed-gear (pist) bikes. It sells complete bicycles from brands such as LEADER, DOSNOVENTA, TYRANT, and FUJI; assembles custom bikes to customer specifications; distributes a catalog of 610+ parts and accessories; and markets its own By BROTURES proprietary component line. The company operates 4 retail stores across Japan (Harajuku, Kichijoji, Osaka, Yokohama) alongside a nationwide and international e-commerce site, and provides supporting services such as custom wheel building, bicycle loan financing, trade-in/purchase, test rides, and free initial maintenance.

Product overview

BROTURES is a specialty fixed-gear (pist) bicycle retailer and custom bike builder operating both online and through physical stores in Harajuku, Kichijoji, Osaka, and Yokohama. The company offers a comprehensive portfolio centered on complete bikes from brands like LEADER, DOSNOVENTA, TYRANT BIKES, and FUJI; custom-built bikes assembled by in-house professional mechanics; and BROTURES' proprietary component line (By BROTURES) featuring grips, pedals, cranks, rims, hubs, and saddles. Additional offerings include E-bikes (MATE.BIKE, SUPER73), BMX and cruiser bikes, a full parts catalog (610+ products), SPRAY.BIKE spray paint, maintenance tools, helmets, locks, and lights. The company also operates used and outlet bike sections, NJS-certified keirin frames, custom wheel building services, bicycle loan financing, trade-in/purchase services, and test ride programs. BROTURES differentiates through expert mechanical assembly with rigorous quality control, free initial maintenance on all purchased bikes, and deep expertise in fixed-gear culture and customization.

Differentiator

Problem solved

Functional benefit

Brands

• By BROTURES: House brand component line for fixed-gear bicycles, developed by BROTURES staff with focus on quality, design, and value.

Products and services

• Complete Fixed-Gear Bikes Pre-assembled fixed-gear bicycles from brands such as LEADER, DOSNOVENTA, TYRANT BIKES, FUJI, and DURCUS ONE, priced from ¥84,000 to ¥500,182. Targeted at fixed-gear enthusiasts and urban commuters seeking ready-to-ride bikes with professional assembly and free initial maintenance.
• Custom Fixed-Gear Bikes Bespoke custom fixed-gear bicycles assembled to customer specifications by BROTURES professional mechanics using customer-selected components. Priced from ¥144,826 to ¥585,282 based on component selection. Targeted at fixed-gear enthusiasts seeking a personalized build.
• Custom Wheel Building Service Professional hand-built custom wheels assembled by BROTURES expert mechanics, allowing customers to select rims, hubs, and spokes for optimal performance. Targeted at fixed-gear riders and bike builders seeking tailored wheel builds.
• By BROTURES Original Parts BROTURES' proprietary component brand designed by staff riders, including grips, bar tape, pedals, straps, saddles, chainrings, cranksets, handlebars, stems, hubs (TRIPLE THREAT HUB, TRACK HUB V2), and rims (WIVER, PLUMP, F58 CLS, F55, F35). Over 100 products. Targeted at fixed-gear riders seeking specialist components.
• BMX & Cruiser Bikes BMX and cruiser bicycles from HOW I ROLL, DURCUS ONE, and FUJI brands. Includes models such as HOW I ROLL KICK IT (¥86,000) and DURCUS ONE H-STREET (¥68,000). Targeted at BMX and cruiser bike enthusiasts.
• E-Bikes

Quantifiable outcome

• Free initial maintenance ensures optimal bike performance and extends component lifespan
• +1 more outcomes

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• LEADER (LEADER BIKES)coreChannel Partner/ Reseller/ DistributorLEADER is a featured brand at BROTURES, offering complete bikes (735TR, 725TR, 721TR, ANGELINO, THE CURE) and frame sets. BROTURES carries the full LEADER lineup including exclusive custom builds and the 2026 ANGELINO model.
• DOSNOVENTAcoreChannel Partner/ Reseller/ DistributorPremium Italian fixed-gear bike brand featured prominently at BROTURES with Detroit, Los Angeles, Barcelona, and Tokyo models. Complete bikes and frame sets available.
• MATE.BIKEcoreChannel Partner/ Reseller/ DistributorE-Bike brand carried at BROTURES featuring MATE X, MATE Fusion, and MATE City models with various custom build options
• SUPER73minorChannel Partner/ Reseller/ DistributorE-Bike brand available at BROTURES under the E-BIKE category
• HED.coreTechnology or IntegrationPremium wheel brand (HED. JET TC6 TRACK, Belgium R rim) offered as part of BROTURES custom wheel builds
• PHILWOODcoreTechnology or IntegrationJapanese high-end components brand featured in custom wheel builds at BROTURES, including hubs and cranksets
• NITTOcoreTechnology or IntegrationJapanese component manufacturer offering handlebars, stems, and other parts through BROTURES
• BROOKScoreChannel Partner/ Reseller/ DistributorPremium leather saddles (SWALLOW, SWIFT) carried by BROTURES
• HOW I ROLLcoreChannel Partner/ Reseller/ DistributorBMX and fixed-gear brand with complete bikes (CHAMP, KICK IT, THE ROOTS) available at BROTURES
• FTC x W-BASEminorChannel Partner/ Reseller/ DistributorCollaboration bike model (FTC x W-BASE HOW I ROLL CHAMP) available at BROTURES

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• All-City Cycles: US-based urban and specialty bicycle brand offering steel road, gravel, and fixed-gear models with a strong brand-driven, community-focused approach. Comparable in specialty bike retail with emphasis on rider culture, though with broader product line.
• Charge Bikes: UK-based urban bicycle brand offering complete city, road, and fixed-gear bikes for commuters. Comparable to BROTURES' urban commuter and fixed-gear offerings, though with broader brand positioning.
• Fuji Bikes: Established Japanese-origin bicycle brand with broad lineup including fixed-gear (Feather), road, and mountain bikes. Distributed by BROTURES (FUJI FEATHER ¥84,000) and comparable in entry-level fixed-gear category.
• Dosnoventa: Spanish/Basque premium fixed-gear bike brand with Detroit, Los Angeles, Barcelona models that BROTURES distributes. Comparable in product category with global premium positioning.

Direct peers

• Mission Bicycle Company: US-based custom bicycle builder specializing in city, road, and fixed-gear bikes with made-to-order framesets and complete builds. Comparable to BROTURES' custom bike and By BROTURES proprietary component model.
• Leader Bikes: Japanese-origin fixed-gear and urban bike brand (LEADER 725TR, 735TR, ANGELINO models) distributed by BROTURES but operating its own brand and sales channels. Direct comparable in product category and price points (¥98,000-¥585,000).
• Affinity Cycles: US-based custom frame builder focused on track, fixed-gear, and urban bicycles with strong brand identity in fixed-gear culture. Comparable product focus (fixed-gear/track bikes) and price tier.
• Wabi Cycles: US-based specialty fixed-gear and single-speed bike company offering complete bikes, custom builds, and components with strong direct-to-consumer model. Highly comparable to BROTURES' custom bike and component business.
• State Bicycle Co. US-based direct-to-consumer fixed-gear and urban bike brand and retailer with complete bikes, components, and apparel. Comparable to BROTURES in core product focus (fixed-gear bikes) and customer demographic (urban enthusiasts and commuters).
• Blue Lug: Japanese specialty bicycle retailer operating multiple stores in Tokyo focused on fixed-gear, touring, and handmade/hand-built bicycles with strong house-brand component offerings (MKS, Nitto partnerships). Most direct competitor to BROTURES in the Japanese fixed-gear/specialty bike retail space.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/BROTURES
• YouTubeyoutube.com/channel/UCJKA-qUUIpn6ubrH2evHwmw
• Facebookfacebook.com/BROTURES
• Instagraminstagram.com/brotures_yokohama
• TikToktiktok.com/@brotures_kichijoji
• Pinterestpinterest.jp/BROTURES_FIXEDGEAR/_saved

Compliance1 record

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 BROTURES