What MOTO AXXE does

MOTO AXXE is a France-based specialist retailer of motorcycle equipment and rider accessories, headquartered in Cormelles and operating since 1994. The company's core offering spans helmets (integral, modular, jet, crossover, cross/off-road, and child sizes), rider apparel (jackets, pants, gloves, boots, technical base layers), motorcycle luggage, high-tech devices (Bluetooth intercoms, GPS, action cameras), rider protection (back protectors, airbags, D3O armor), off-road gear, accessories (locks, alarms, tools, covers), maintenance products, and tires. Product range draws on a portfolio of more than 100 brands — including premium international names such as Shoei, Dainese, Alpinestars, HJC, Shark, and Scorpion — alongside MOTO AXXE's own private-label lines MAXXE (technical helmets and gear, ECE 22.06 certified) and BLH (urban/casual clothing). Pricing spans budget entry points (helmets from €50, complete outfits under €400-455) through premium tiers (helmets up to €1,150), with 3x/4x interest-free financing and free shipping over €59.

The commercial model is a direct-to-consumer omnichannel retail operation rather than a manufactured product or software business. Distribution is delivered through 100 dedicated physical stores across France combined with an e-commerce storefront at moto-axxe.fr, supported by a buy-online-pickup-in-store (BOPIS) capability, a 60-day return policy, a "Prix Frais" lowest-price guarantee, and a 15% newsletter discount. The underlying technology layer is a standard e-commerce platform with integrated store locator and inventory management across the 100-store network, used to drive content marketing (helmet/jacket/glove buying guides, video product tests) and a recurring promotional calendar aligned to French retail moments (AXXIONS DAYS, Le Mois du Pneu, Soldes, French Days, Black Friday).

The customer base is exclusively end-consumer, segmented into road motorcyclists, off-road/enduro riders, urban commuters, and youth/children — with a horizontal segmentation approach across helmet, apparel, accessory, and protection categories. Customer satisfaction is verified at 4.8/5 by Société des Avis Garantis. The legal entity is MOTO AXXE FRANCE, the company is privately held with no disclosed parent, no disclosed funding rounds, no disclosed mergers or acquisitions, and no disclosed leadership roster. No revenue figures, headcount totals beyond the 1-10 firmographic band (likely HQ-only), or formal certifications/compliance disclosures are available in the source data.

Name

MOTO AXXE

Legal name

MOTO AXXE FRANCE

Website

https://www.moto-axxe.fr

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

1–10 employees

Short description

MOTO AXXE is a France-based specialist retailer of motorcycle equipment and rider accessories, operating 100 dedicated stores across the country and an e-commerce site, serving road, off-road, urban, and youth motorcyclists with helmets, apparel, protection, luggage, and high-tech gear from 100+ brands.

Ownership category

akta.pro rank

Product category

Motorcycle Equipment Retail

NAICS

Automotive Parts, Accessories, and Tire Retailers (4413)

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
• Motorcycle helmets
• Rider apparel
• Motorcycle accessories
• Protective gear

Headquarters

HQ city

Cormelles

HQ country

France

HQ region

Europe

Offices86 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. Retail Sales - Motorcycle Equipment: Sale of motorcycle helmets, rider apparel (jackets, gloves, pants, boots), motorcycle accessories, luggage, high-tech devices (GPS, intercoms, cameras), and off-road equipment through 100 physical stores and e-commerce website.
2. Professional Services: Expert advice from passionate store staff to help customers choose appropriate protective equipment. Services include in-store product trials and fittings.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

MOTO AXXE is a French motorcycle equipment retailer selling helmets, rider apparel (jackets, gloves, pants, boots), luggage, high-tech rider electronics (GPS, intercoms, cameras), off-road gear, tires, and maintenance products through 100 physical stores across France and an e-commerce website. The assortment spans over 100 brands from entry-level to premium, complemented by two private-label brands (MAXXE and BLH). Expert advice, in-store fitting, same-day pickup, interest-free installments, and free shipping above €59 support the retail offering.

Product overview

MOTO AXXE is a French motorcycle equipment retailer operating 100 physical stores across France plus an e-commerce platform. The company offers a comprehensive portfolio of motorcycle rider equipment and accessories through a unified retail and online channel. The product range centers on personal protective equipment (helmets, jackets, gloves, pants, boots), motorcycle accessories (luggage, electronics, locks, maintenance products), and off-road gear. MOTO AXXE carries over 100 brands including FURYGAN, SHARK, SCORPION, DAINESE, ALPINESTARS, and IXON, complemented by its own private label brands MAXXE (helmets and technical gear) and BLH (urban/casual wear). The company also sells tires and offers gift cards. No software platform or API-based services are offered.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• 4.8/5 customer satisfaction rating

Segments4 records

Ideal customer profiles1 record

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.

• FurygancoreOthersPremium French motorcycle protective equipment brand carried across all 100 MOTO AXXE stores. Products include jackets, gloves, luggage, and body armor.
• BeringcoreOthersFrench motorcycle equipment manufacturer specializing in protective apparel. Featured brand in the retailer network.
• IxoncoreOthersFrench motorcycle apparel brand providing jackets, gloves, and technical clothing. Featured across MOTO AXXE store network.
• AlpinestarscoreOthersPremium Italian motorsports protective equipment brand. MOTO AXXE carries helmets, jackets, gloves, boots, and technical underlayers.
• DainesecoreOthersItalian premium protective gear manufacturer for motorsports. Products available include jackets, pants, gloves, boots, and thermal underlayers.
• TCXcoreOthersItalian motorcycle footwear specialist producing boots and shoes. Featured in MOTO AXXE stores.
• Helston'sminorOthersFrench motorcycle apparel brand with vintage-inspired designs. Carried at MOTO AXXE.
• SeguraminorOthersFrench motorcycle apparel brand offering stylish streetwear-inspired protective clothing and accessories.
• SharkcoreOthersFrench motorcycle helmet manufacturer producing integral, modular, and racing helmets. Featured brand in helmet category.
• LS2coreOthersSpanish motorcycle helmet manufacturer offering value-priced helmets across integral, modular, and jet categories.
• ScorpioncoreOthersKorean motorcycle helmet brand with competitive pricing and broad helmet range. Available at MOTO AXXE.
• HJCcoreOthersKorean motorcycle helmet manufacturer including the premium RPHA line. Carried at MOTO AXXE stores.
• ShoeicoreOthersJapanese premium motorcycle helmet manufacturer. High-end helmets available at select MOTO AXXE stores with prices from €249.
• MotulminorOthersFrench lubricant and maintenance products brand. MOTO AXXE carries Motul oils, cleaners, and the 28-product MC Care maintenance line.
• Société des Avis GarantisminorOthersCustomer review verification service providing MOTO AXXE's verified 4.8/5 customer satisfaction rating.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Dafy Moto: Dafy Moto is the closest direct competitor — a French specialty retailer of motorcycle and scooter equipment with both a multi-store physical network and e-commerce site, serving the same riders across helmets, apparel, and accessories in France.
• Motoblouz: Motoblouz is a major French online-first retailer of motorcycle equipment (helmets, jackets, gloves, boots, accessories) — directly competing for the same French rider customer across price tiers with similar brand breadth.
• Speedway: Speedway is a French motorcycle accessories retailer with physical stores and an online storefront offering helmets, apparel, and parts from the same premium brands MOTO AXXE carries — a direct head-to-head competitor in the French market.

Regional players

• Louis Moto (Louis): Louis is one of Europe's largest motorcycle apparel and accessories retailers with an extensive multi-country store network and e-commerce site — directly comparable in product mix and customer type to MOTO AXXE, but primarily serving Germany and surrounding markets.
• FC-Moto: FC-Moto is a large German online motorcycle gear retailer offering helmets, suits, boots, and accessories across the same premium brand portfolio — comparable assortment and target customer, but serving primarily German-speaking riders rather than the French market.

Broad incumbents

• Alpinestars: Alpinestars is a premium Italian manufacturer of motorcycle protective equipment — both a key MOTO AXXE supplier and a competitor via its growing direct-to-consumer channels that overlap with MOTO AXXE's premium motorcycle apparel and protection category.
• Dainese: Dainese is a premium Italian motorcycle and motorsport protective gear manufacturer — a major MOTO AXXE supplier that increasingly sells direct, making it both a partner and a growing competitive force in the same product categories MOTO AXXE retails.
• Furygan: Furygan is a French motorcycle apparel manufacturer whose products are sold across MOTO AXXE's 100 stores — a key supplier relationship and a brand that could deepen or bypass the retail partnership via its own channels.

Others

• Rev'it!: Rev'it! is a Dutch motorcycle apparel and protection brand carried by MOTO AXXE and sold through its own global distribution; comparable as a premium brand partner whose distribution strategy affects MOTO AXXE's positioning in the technical riding-gear category.

Emerging players

• Bikershop (BikerShop.fr): Bikershop is a smaller French online motorcycle accessories retailer with a more limited assortment but similar target customer and D2C leanings — representing the type of online-only emerging player pressing on specialty-retail economics in France.

Market position

Strengths1 record

Weaknesses1 record

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

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 MOTO AXXE