What Motorama does

Motorama is an Italian specialty retailer of motorcycle equipment — helmets, jackets, pants, gloves, boots, riding suits, protections, electronics, luggage, and accessories — operating a direct-to-consumer e-commerce storefront (motorama.it) supported by 35 physical retail stores across Italy. The company distributes both authorized international brands (Shoei, AGV, Alpinestars, Dainese, Shark, Nolan, HJC, Arai, Schuberth and others) and six proprietary house brands developed under its parent group: 130R (helmets), Armure (rider apparel), Roost (off-road), Naja (maintenance consumables), Husker (tools), and Ridekont (intercom systems). Its technology layer is a conventional e-commerce platform with product catalog, inventory management, and order tracking, integrated with payment providers (Visa, Mastercard, PayPal, Google Pay, Klarna, Scalapay) and logistics partners (GLS, SEUR, Correos Express) enabling global shipping from a Solsona distribution center.

The commercial model is one-time retail sales to individual motorcyclists, segmented across six riding-style verticals: Sport/Racing, Touring, Trail/Adventure, Scooter/Urban, Motocross/Enduro, and Cafe Racer/Vintage. Pricing is standard retail with a price-match guarantee, free shipping above €59, and a tiered MyMotocard loyalty program offering member-exclusive pricing, Motopoints accumulation, birthday rewards, a €20 referral incentive, and an extended 30-to-60 day return window. Customer support operates in six languages (Spanish, English, Portuguese, Italian, German, French), handling 1,000+ daily consultations at a 95% resolution rate.

Motorama is wholly owned by Motocard Bike, S.L., a Spanish private limited company (Barcelona) that acquired the business in June 2022 and integrated it into the broader Motocard group. The parent has earned B Corporation certification, the operating entity is GDPR-compliant, and the combined MyMotocard loyalty base spans 480,000+ members globally with 35,000+ in Italy. Marketing channels span YouTube buying guides, Facebook, Instagram, and email newsletters offering up to 15% first-purchase discounts. The company employs 11–50 staff and is operationally active with no publicly disclosed revenue.

Name

Motorama

Legal name

MOTOCARD BIKE, S.L.

Website

https://motorama.it

Company type

Private

Founded year

1969

Operating status

Operating

Headcount range

11–50 employees

Short description

Motorama is an Italian specialty motorcycle equipment retailer operating the motorama.it e-commerce platform and 35 physical stores, selling helmets, jackets, gloves, boots, and accessories to individual riders across all major riding styles, as a wholly owned brand of Spain's Motocard Bike, S.L.

Ownership category

akta.pro rank

Product category

Motorcycle Equipment Retail

NAICS

Motorcycle, ATV, and All Other Motor Vehicle Dealers (441227)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Motorcycle Riding Gear & Apparel Retail (CRAMANAA)

akta.pro secondary industries

Helmets & Protective Headgear Retail (Motorcycle/ATV/Snow) (CRAMANAB), Riding Jackets, Pants & Suits Retail (Leather/Textile) (CRAMANAF), Off-Road & MX Gear Retail (Dirt Bike/Motocross/Enduro) (CRAMANAG), Riding Gloves & Hand Protection Retail (CRAMANAE)

Keywords

• Motorcycle equipment retail
• Riding gear ecommerce
• Motorcycle helmets apparel
• Motocross enduro gear
• Trail adventure equipment

Headquarters

HQ city

Florence

HQ country

Italy

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Sales: Motorama generates revenue through direct retail sales of motorcycle equipment and accessories via its e-commerce platform (motorama.it) and 35 physical stores across Italy. Products include helmets, jackets, pants, gloves, boots, suits, electronics, and accessories across multiple riding styles.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Motorama sells motorcycle helmets, jackets, pants, gloves, boots, suits, electronics, and accessories to individual riders across Italy and Europe. The company operates the motorama.it e-commerce storefront alongside 35 physical retail stores across Italy, offering products for Sport/Racing, Touring, Trail/Adventure, Scooter/Urban, Motocross/Enduro, and Cafe Racer/Vintage riding styles. Its range combines international third-party brands (Shoei, AGV, Alpinestars, Dainese, Shark, Nolan, HJC) with exclusive house sub-brands (130R, Armure, Roost, Naja, Husker, Ridekont).

Product overview

Motorama is an online motorcycle gear retailer operated by Motocard Bike, S.L., offering a comprehensive e-commerce platform for motorcycle equipment and accessories. The product portfolio centers on a full-range of riding gear across road (Sport/Racing, Touring, Scooter/Urban, Cafe Racer/Vintage), off-road (Motocross/Enduro, Trial), and Trail/Adventure categories. Core products include Helmets (Caschi), Jackets (Giacche), Pants (Pantaloni), Gloves (Guanti), Boots (Stivali), and Riding Suits (Tute), complemented by Electronics & Navigation (intercoms, GPS), Protections and Airbags, Luggage (Borse), and Motorcycle Accessories. Supporting categories include Thermal and Waterproof gear for all-weather riding, plus a Casual Apparel line. Motorama carries third-party brands (SHARK, NOLAN, SHOEI, AGV, ARAI, HJC, Dainese, Alpinestars, Scorpion, and 100+ others) alongside five exclusive house sub-brands: 130R (helmets), Armure (riding gear), ROOST (off-road), Naja (maintenance products), Husker (tools), and Ridekont (intercoms). The offering is augmented by the MyMotocard loyalty program with exclusive member pricing and extended returns, and an Outlet section for discounted items.

Differentiator

Problem solved

Functional benefit

Brands

• 130R: Helmet brand inspired by the famous curve of the Suzuka circuit, reflecting passion and technology in high-quality motorcycle helmets offering maximum protection and comfort.
• Armure
• Roost
• Naja
• Husker
• Ridekont

Products and services

• Caschi (Helmets) Full-face, modular, jet, and motocross helmets from brands including SHARK, NOLAN, SHOEI, AGV, ARAI, HJC, Scorpion, and the house brand 130R, sold to motorcyclists across all riding disciplines.
• Giacche (Jackets) Motorcycle jackets in leather, textile, waterproof, and with built-in airbag or removable thermal liner options, across road, touring, and off-road categories for individual riders.
• Pantaloni (Pants) Riding pants in leather, jeans, textile, and waterproof materials with options for removable thermal liners, targeting sport, touring, and urban riders.
• Guanti (Gloves) Riding gloves ranging from waterproof and heated summer gloves to sport/racing gloves, with dedicated lines for women.
• Stivali (Boots) Motorcycle boots categorized by riding style: touring, scooter/urban, sport/racing, and trail/adventure, with options for women.
• Tute (Suits) One-piece and two-piece riding suits, some with built-in airbag technology, designed for track and sport riding, including women's specific lines.
• Elettronica e Navigazione (Electronics & Navigation) Intercoms, GPS devices, and mobile/GPS mounts for motorcycle connectivity and navigation during rides.
• Protezioni (Protections) Back protectors, airbags (vests and jacket-integrated), and protective braces for rider safety across various riding disciplines.
• Airbag Moto (Motorcycle Airbags) Motorcycle airbag systems available as vests, jacket-integrated units, and full suit configurations, promoted as life-saving safety equipment.
• Borse (Bags) Motorcycle luggage including tank bags, saddle bags, side panniers, and backpacks for touring and adventure riding.
• Off-road / Motocross Equipment Complete motocross and enduro gear including helmets, boots, pants, jerseys, goggles, gloves, and body protection for off-road riders.
• Trail / Adventure Equipment Gear specifically designed for trail and adventure motorcycles, including helmets, waterproof clothing, and accessories for long-distance riding.
• Accessori per la Moto (Motorcycle Accessories) Wide range of motorcycle accessories including top cases, tank bags, saddle bags, anti-theft devices, electronics, oils, chain care, and general maintenance items.
• Abbigliamento Casual (Casual Apparel) Casual clothing branded with motorcycle culture including t-shirts, hoodies, caps, bags, jackets, sunglasses, and accessories.
• 130R House brand helmet line inspired by the Suzuka circuit curve, offering high-quality motorcycle helmets with maximum protection and comfort.
• Armure Exclusive rider equipment brand focused on safety, innovation, and design for men and women, developed through years of research and development.
• ROOST Off-road focused brand created in Barcelona, offering products for off-road riders who view off-road as more than a sport, emphasizing quality, safety, and design.
• Naja House brand offering high-quality motorcycle care and maintenance products including oils and lubricants for road, off-road, and track use.
• Husker Tools and accessories for motorcycle maintenance designed by and for motorcyclists, ensuring comfort, ease, and safety both at home and in the workshop.
• Ridekont Intercom systems developed in Barcelona using the latest technological innovations to keep riders connected with companions and mobile devices anywhere in the world.

Quantifiable outcome

• Free shipping threshold: €59 minimum order
• +4 more outcomes

Named customers1 record

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Motocard GroupcoreOthers · 1 June 2022Motorama was acquired by Motocard Group in June 2022, becoming part of one of Europe's largest motorcycle equipment retailers. The acquisition brought Motorama into the Motocard ecosystem with access to the MyMotocard loyalty program (480,000+ members globally), shared supplier relationships, and operational synergies.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Dainese: Italian premium motorcycle apparel and safety-systems manufacturer with established D2C sites; competes with Motorama in high-end riding gear, helmets, and airbag systems both as supplier and brand-direct retailer.
• Alpinestars: Major global motorcycle protective-gear manufacturer increasingly investing in D2C e-commerce; overlaps with Motorama's assortment as both a key supplier and a competing brand-direct channel.

Direct peers

• RevZilla: US specialty motorcycle gear retailer (helmets, jackets, boots, accessories) with strong content/commerce flywheel — directly analogous omnichannel and category-specialist model, albeit serving North America rather than Europe.
• Chapmoto: French motorcycle equipment e-retailer with showroom network carrying premium helmet and apparel brands; comparable catalog mix, target customer (European road and off-road riders), and price-match positioning.
• FC-Moto: Germany-headquartered online specialist for motorcycle helmets, apparel, and parts with multi-country shipping across Europe — directly comparable in catalog breadth, premium-brand assortment, and Europe-wide e-commerce positioning.
• BikeBandit: US online retailer of motorcycle parts, gear, and accessories with broad SKU coverage and multi-brand assortment — comparable in being a multi-brand motorcycle catalog operator at scale.
• Sportsbikeshop: Large UK-based motorcycle gear and accessories retailer combining strong online catalog with showrooms; competes in the same premium-brand-led specialty motorcycle apparel/accessory category across Europe.
• Motocard: The Spanish sister brand and named acquirer of Motorama (June 2022); operates an identical motorcycle gear e-commerce concept across Iberia, sharing the MyMotocard loyalty program and supplier relationships — the closest direct comparable in the group portfolio.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCHqvPDerurbeoGqG6JwdcYQ
• Facebookfacebook.com/motorama.it/?locale=es_LA
• Instagraminstagram.com/motoramaofficial
• Xx.com/apemaiama

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Motorama