Pells
Pells Distribution s.r.o. is a privately held Czech bicycle manufacturer and retailer, founded 1991, selling carbon and aluminum mountain, gravel, road, and e-bikes through pells.eu, a Brno showroom, an authorized dealer network in the Czech Republic, and a wholesale portal for retailers.
- Company typePrivate
- Founded1991
- HeadquartersBrno, Czechia
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Pells does
Pells Distribution s.r.o. is a privately held Czech bicycle manufacturer and multi-channel retailer founded in 1991 and headquartered in Bolatice, northern Moravia, with a showroom in Brno. The company initially operated as a computer business before pivoting to carbon fiber cycling components around 2000 and launching its first complete carbon bicycles in 2002; it now markets itself under a 'Ride to Explore' philosophy with a portfolio spanning mountain bikes (Duke FS, Razzer, Root), gravel (Raw), endurance and aero road bikes (Airflow, Aeron), crossover/fitness (Crono), children's bikes (Rocket, One), and e-bikes (Thorr Panasonic, Thorr Bosch, Stormer FS). Its technical core is domestic Czech carbon frame manufacturing in High Modulus and SL Super Light grades, supplemented by a proprietary Zero Pivot suspension system on the Duke FS and integrated cable routing on premium models. Major components (drivetrains, brakes, suspension, e-bike motors and batteries) are sourced from third-party suppliers including Bosch, Panasonic, SRAM, Shimano, and RockShox.
Pells operates a direct-to-consumer e-commerce platform at pells.eu, supported by the Brno showroom, an authorized dealer network across the Czech Republic, a dedicated wholesale portal for B2B retailers, and courier delivery via PPL throughout the Czech Republic and Slovakia. A 'Pells Bez starostí' white-glove assembly-and-delivery service is fulfilled by Toptrans in the Czech Republic, and customer financing is offered through Home Credit up to 250,000 Kč. Pricing is positioned across entry-level hardtails (Razzer from ~21,000 Kč) to premium carbon flagships (Raw Carbon 1 up to ~120,000 Kč) and e-MTBs (Thorr Stormer FS up to ~105,000 Kč). Revenue is generated through one-time sales of complete bicycles, branded and third-party aftermarket components, cycling apparel and helmets, accessories, and delivery/assembly fees. Distribution is concentrated in the Czech Republic and Slovakia; the company is privately held with no disclosed institutional investors, no stock exchange listing, and no published revenue figures.
Pells firmographics
Firmographics- Name
- Pells
- Legal name
- Pells Distribution s.r.o.
- Website
- https://pells.eu
- Company type
- Private
- Founded year
- 1991
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Pells Distribution s.r.o. is a privately held Czech bicycle manufacturer and retailer, founded 1991, selling carbon and aluminum mountain, gravel, road, and e-bikes through pells.eu, a Brno showroom, an authorized dealer network in the Czech Republic, and a wholesale portal for retailers.
- Ownership category
- akta.pro rank
Pells industry classification
Industry- Product category
- Bicycle Manufacturing
- NAICS
- Motorcycle, Bicycle, and Parts Manufacturing (336991)
- SIC
- Motorcycles, Bicycles & Parts (3751)
- akta.pro primary industry
- Cycling & Bike Retail (Sales, Service & Accessories) (CRAMABAH)
- akta.pro secondary industries
- Bicycle Retail (New Bikes) (CRAMAHAA), E-Bike Retail (CRAMAHAE), Kids’ & Family Bike Retail (Youth, Trailers, Seats) (CRAMAHAG), Bike Apparel, Helmets & Protective Gear Retail (CRAMAHAC)
Keywords
Where Pells is headquartered
LocationHeadquarters
- HQ city
- Brno
- HQ country
- Czechia
- HQ region
- Europe
Offices2 records
Markets served
Pells business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Operations, Supply Chain, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Bicycle Sales: Pells generates the majority of its revenue from the direct sale of complete bicycles. Their product range spans mountain bikes (Duke FS, Razzer), gravel/s road bikes (Raw, Airflow, Aeron, Crono), e-bikes (Thorr, Stormer FS), children's bikes (Rocket, One), and cycling apparel and components.
- Aftermarket Components & Accessories: Pells sells a wide range of proprietary components (seatposts, handlebars, stems, saddles) and third-party parts (chains, derailleurs, tires, brake pads, helmets, lights, bags) through the same e-commerce platform.
- Cycling Apparel: Sale of cycling clothing including jerseys, shorts, jackets, vests, functional underwear, gloves, socks, casual wear, and helmets.
- Wholesale Distribution: Pells operates a wholesale channel for retailers, with a dedicated wholesale section on their website.
- Delivery & Assembly Services: The 'Pells Bez starostí' delivery service charges 499 Kč for premium bike delivery with full assembly and adjustment. This service is only available in the Czech Republic.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Complete bicycles across all categories |
| Unit Pricing | Pay-as-you-go | Standard delivery charges (Czech Republic) |
| Unit Pricing | Pay-as-you-go | International delivery (Slovakia) |
| Unit Pricing | Pay-as-you-go | Aftermarket components and accessories |
| Other | Monthly | Installment financing through Home Credit |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels6 records
Pells product offering
Product offeringCore offering
Pells is a Czech bicycle manufacturer that designs, produces, and sells a complete range of bicycles including mountain bikes, road bikes, gravel bikes, e-bikes, and children's bikes, along with branded cycling components, apparel, and accessories. The company sells directly to consumers through its own e-commerce platform and Brno showroom, and also distributes through an authorized dealer and wholesale network across the Czech Republic and Slovakia.
Product overview
Pells is a Czech bicycle manufacturer offering a comprehensive portfolio of bicycles and cycling products. The core product line includes mountain bikes (Duke FS, Razzer, Root), gravel bikes (Raw), road bikes (Airflow, Aeron), crossover/fitness bikes (Crono), and children's bikes (Rocket, One). The e-bike lineup features Thorr Panasonic, Thorr Bosch, and Stormer FS models. Pells complements its bicycles with branded components (seatposts, handlebars, stems, saddles), cycling clothing, helmets, and accessories. The company also offers third-party components including drivetrain parts, tires, brakes, and wheels, along with maintenance products and bags for touring. Pells operates an e-commerce platform and physical showroom in Brno, Czech Republic, with distribution through authorized dealers.
Differentiator
Problem solved
Functional benefit
Products and services
- Pells Mountain Bikes (Duke FS, Razzer, Raw) Pells mountain bikes, including the Duke FS, Razzer, and Raw, are full-suspension and hardtail mountain bikes for trail, all-mountain, and enduro riding. The Duke FS uses the proprietary Zero Pivot suspension platform and is built around High Modulus Carbon Frame construction. They are designed for sport and recreational mountain bikers in the Czech Republic and Slovakia.
- Pells Gravel Bikes (Airflow, Aeron) Pells gravel bikes, comprising the Airflow and Aeron models, are drop-bar bicycles designed for mixed-surface riding combining road efficiency with off-road capability. They target sport cyclists in the Czech Republic and Slovakia who want a single bike for varied terrain.
- Pells Road Bikes (Crono, Root, Rocket, One) Pells road bikes span four platforms — Crono, Root, Rocket, and One — covering aerodynamic race, endurance, performance, and entry-level road cycling. They are built on High Modulus Carbon Frames and target sport road cyclists in the Czech Republic and Slovakia.
- Pells E-Bikes (Thorr Panasonic, Thorr Bosch, Thorr Bosch Lowstep) Pells e-bikes in the Thorr line integrate Panasonic and Bosch drive systems and are offered in standard and low-step frame variants. They are designed for commuters, recreational riders, and older cyclists in the Czech Republic and Slovakia who need motor-assisted cycling.
- Pells Children's Bikes (Stormer FS and related models) Pells children's bikes, including the Stormer FS, provide scaled-down bicycles for younger riders. They extend the Pells product family into the kids segment for Czech and Slovak households.
- Pells Cycling Apparel (Cycling Clothing, Casual Clothing, Helmets, Backpacks) Pells branded apparel includes cycling-specific clothing, casual clothing, helmets, and backpacks. It is sold as a complementary accessory line for Pells bike owners and cycling customers in the Czech Republic and Slovakia.
- Pells Branded Bicycle Components Pells sells its own branded bicycle components — including seatposts, handlebar/stem/grip sets, saddles, frame hangers, and frames — bundled with third-party drivetrain components (Shimano/SRAM). These are standalone replacement parts and upgrades for Pells and compatible bikes, sold to consumers and dealers.
- Pells Cycling Accessories (Locks, Lights, Pumps, Maintenance, Bags, Fenders) Pells cycling accessories include locks, lights, pumps, maintenance products, bags, carriers, and fenders. They are sold as standalone accessories to Pells customers and other cyclists in the Czech Republic and Slovakia.
Companies that use Pells
Customer profileNamed customers6 records
Segments6 records
Ideal customer profiles2 records
Pells technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature5 records
Pells partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- PPL (Prague Princess Logistics)corePPL is the primary courier delivery partner for Pells e-commerce orders throughout the Czech Republic and internationally. PPL offers next-business-day delivery, shipment tracking, and a network of over 3,750 pickup points in the Czech Republic.
- ToptransminorToptrans handles the 'Pells Bez starostí' white-glove delivery service for complete bicycles in the Czech Republic, delivering bikes fully assembled and adjusted.
- Heureka.czminorPells participates in the Heureka.cz 'Ověřeno zákazníky' customer review program. Post-purchase review requests are sent via email, and review results are displayed on the Heureka platform.
- ECOMAIL.CZminorECOMAIL.CZ provides email marketing services for Pells, handling newsletter distribution and transactional email campaigns. The service provider is bound by confidentiality obligations.
- BoschcoreBosch supplies the Performance CX 4 electric motor and battery systems for Pells e-bikes, specifically the Thorr Bosch and Stormer FS models. Bosch is a key technology partner enabling Pells' e-bike product line.
- PanasoniccorePanasonic supplies the GX Ultimate electric motor and battery systems for Pells' Thorr Panasonic e-bike models, offering up to 95 Nm torque and 806 Wh battery capacity.
- SRAMcoreSRAM provides transmission components (derailleurs, chains, cranks) and braking systems used across Pells' bike range, including GX Eagle, NX Eagle, and Force AXS wireless systems.
- ShimanocoreShimano supplies transmission components (derailleurs, chains, cassettes), braking systems, and pedal platforms used throughout the Pells product range, including Deore, XT, XTR, SLX, and 105 groupsets.
- RockShoxcoreRockShox provides suspension forks and rear shock absorbers for Pells mountain bikes and e-bikes, including SID Select+, Recon Silver, and SIDLuxe Select+ models.
Scale indicators3 records
Recent moves7 records
Expansion highlights4 records
Pells competitors and assessment
Company assessmentDirect peers
- Bulls Bikes: Bulls is a German bicycle brand with strong e-bike and MTB offerings at overlapping price points. Comparable in mid-market positioning and European distribution reach.
- Rock Machine: Rock Machine is a Czech mountain bike brand with comparable carbon and aluminum frame offerings, distributed across Europe. Highly comparable product positioning in MTB and trail categories with similar geographic roots.
- Focus Bikes: Focus is a German mid-market bicycle brand offering comparable performance MTB, road, gravel, and e-bike products. Similar scale and brand positioning to Pells across European markets.
- Superior Bikes: Superior is a Czech bicycle manufacturer with a similar full-range lineup (MTB, road, e-bikes, kids) at overlapping price points. Comparable in terms of heritage, manufacturing footprint, and Central European distribution.
- Author: Author is a Czech bicycle brand offering a comparable full-range lineup (MTB, road, gravel, e-bikes, kids) at similar mid-market price points, distributed across Central Europe. Direct overlap with Pells in geography, category mix, and customer segment.
- Ghost Bikes: Ghost is a German mid-market bicycle brand with comparable MTB, road, gravel, and e-bike offerings. Similar size and brand positioning to Pells, serving European markets with a value-premium balance.
Broad incumbents
- BH Bikes: BH Bikes is a Spanish bicycle manufacturer with broader international presence than Pells, offering overlapping categories (road, MTB, e-bikes) at similar mid-premium price points.
- Canyon: Canyon is a German DTC premium bicycle brand with significantly larger scale and global reach than Pells, but operating in the same direct-to-consumer model with overlapping MTB, road, gravel, and e-bike categories.
- Orbea: Orbea is a Spanish premium bicycle manufacturer with broader global reach and larger scale than Pells, but offering overlapping road, MTB, gravel, and e-bike categories with comparable carbon frame technology.
- Mondraker: Mondraker is a Spanish premium mountain bike specialist with broader international distribution than Pells, but overlapping significantly in high-performance MTB and e-MTB categories where Pells' Duke FS and Stormer FS compete.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Pells social profiles
Digital presencePells financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pells leadership team
Management profileNumber of profiles
Pells funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pells 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 Pells
What does Pells do?
Pells is a Czech bicycle manufacturer that designs, produces, and sells a complete range of bicycles including mountain bikes, road bikes, gravel bikes, e-bikes, and children's bikes, along with branded cycling components, apparel, and accessories. The company sells directly to consumers through its own e-commerce platform and Brno showroom, and also distributes through an authorized dealer and wholesale network across the Czech Republic and Slovakia.
Is Pells a public or private company?
Pells is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Pells founded?
Pells was founded in 1991. It employs 1 to 10 people.
Where is Pells based?
Pells is headquartered in Brno, Czechia, in the Europe region.
How does Pells make money?
Five revenue lines are on record. Bicycle Sales are the primary driver. The others are aftermarket Components & Accessories, cycling Apparel, wholesale Distribution and delivery & Assembly Services.
Who are Pells's main competitors?
Direct peers on record are Bulls Bikes, Rock Machine, Focus Bikes, Superior Bikes, Author and Ghost Bikes. Broad incumbents are BH Bikes, Canyon, Orbea and Mondraker.
Does Pells have an API?
No public API is recorded for Pells.
What industry is Pells in?
Pells's product category is Bicycle Manufacturing. Its primary akta.pro industry code is CRAMABAH, Cycling & Bike Retail (Sales, Service & Accessories), with a secondary code of CRAMAHAA, Bicycle Retail (New Bikes). Its NAICS code is 336991 and its SIC code is 3751.