What Tyrell does

Tyrell, legally Ive emotion Co., Ltd., is a Japanese specialty bicycle manufacturer founded in May 2004 by Masahito Hirose and headquartered in Sanuki City, Kagawa Prefecture. The company designs and produces a focused lineup of mini-velo and folding bicycles, with nine active models spanning the FCX, FX, FXα, FSX, CSi, PK1, IVE, LooX, and SRV. Its core technical differentiator is the proprietary Slant Design Technology, trademarked in 2005, which underpins the frame geometry and load-bearing design of its products. Pricing ranges from ¥165,000 for the entry-level LooX to ¥609,091 for the flagship PK1, positioning the brand in the premium specialty segment rather than mass-market bicycles.

The company's manufacturing model combines Taiwan-produced frames with Japan-based final quality control, with the FCX model being fully manufactured in Sanuki. This hybrid approach balances cost competitiveness with quality oversight. The business model is direct-to-consumer via an official webstore, supplemented by a network of authorized dealers in Japan and international distribution across 8 countries. The company is founder-owned with no external funding disclosed, indicating a self-sustaining, privately held operation. Tyrell does not disclose revenue, headcount, or unit volume figures.

The customer base is consumer-facing, with international sales channeled through regional authorized dealers rather than direct enterprise contracts. The brand targets cycling enthusiasts seeking compact, high-quality bicycles for urban and recreational use, with a custom color order system offering approximately 190-230 color combinations that signals premium positioning and willingness to invest in personalization as a competitive lever.

Name

Tyrell

Legal name

Ive emotion Co., Ltd.

Website

https://tyrellbike.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

Tyrell (Ive emotion Co., Ltd.) is a Japanese specialty bicycle manufacturer founded in 2004, designing and selling premium mini-velo and folding bikes with proprietary Slant Design Technology through a multi-channel dealer network across Japan and 8 international countries.

Ownership category

akta.pro rank

Product category

Folding & Mini Velo Bicycles

NAICS

Motorcycle, Bicycle, and Parts Manufacturing (336991)

SIC

Motorcycles, Bicycles & Parts (3751)

akta.pro primary industry

Frames, Chassis & Structural Components Manufacturing (IMACAOAG)

Keywords

• Mini velo bicycles
• Folding bicycles
• Custom bicycle frames
• Premium sports bicycles
• Titanium bicycles

Headquarters

HQ city

Kagawa

HQ country

Japan

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Complete Bicycle Sales: Primary revenue from selling complete bicycles including FX, FSX, FXα, CSi, PK1, IVE, LooX, SRV, and FCX models at various price points from ¥165,000 to over ¥600,000.
2. Parts and Accessories: Webstore sales of replacement parts, accessories including wheels, brakes, handlebars, seat posts, bags, apparel, and commemorative stickers.
3. Frame Sets: Sale of framesets without components, allowing customers to build custom builds with their preferred components.
4. Color Order System: Custom color ordering service offering approximately 190-230 color options with additional fees for bespoke paint jobs.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels8 records

Core offering

Tyrell designs, manufactures, and sells premium mini velo (small-wheel) and folding bicycles under its own brand, with a current lineup of nine models (FX, FSX, FXα, CSi, PK1, IVE, LooX, SRV, and FCX) priced from ¥165,000 to over ¥609,000. The company also sells framesets, replacement parts, accessories, and offers a custom color order system with up to 230 paint options. Manufacturing is performed in Taiwan with final inspection at the company's own factory in Sanuki City, Kagawa, Japan, where the FCX model is fully manufactured in-house.

Product overview

Tyrell is a Japanese sports bicycle manufacturer specializing in mini-velo (small wheel) and folding bikes. The company operates a platform-plus-products architecture, offering a lineup of distinct bike models across different use cases: FCX (new generation folding bike), FX series (FX, FXα, FSX - folding bikes from entry to premium), CSi (lightest street racer), PK1 (titanium high-end), IVE (accessibility-focused 18-inch), LooX (multi-use non-folding), and SRV (affordable aluminum). Manufacturing combines Taiwan production for welding/heat treatment with final finishing and quality inspection at their own factory in Sanuki City, Kagawa Prefecture, Japan.

Differentiator

Problem solved

Functional benefit

Products and services

• FCX New generation chromoly folding bike featuring Slant Design frame geometry, full carbon fork, and fully in-house manufacturing at Tyrell's Sanuki factory. Available in two frame sizes (MS, ML) with approximately 230 custom color options. Folding size H770 x W870 x D320mm. Priced from ¥553,300.
• FX Standard model of Tyrell's folding bike lineup featuring the Slant Design frame that achieves high rigidity and lightness by folding at the triangle vertex. Frame set ¥231,000; flat handle complete bike ¥349,800 (Shimano Tiagra); drop handle complete bike ¥380,600 (Shimano 105). 10.2kg, color order available.
• FXα (FX Alpha) Entry-level model in the FX series using the same frame as the FX with casual paint and component specifications. Flat handlebar complete bike with Shimano SORA 1x9s groupset, carbon folding fork, double-lever seat clamp. 9.5kg, folding size 900x810x350mm. Priced at ¥259,600.
• FSX Top-of-the-line folding racer in the FX series featuring full carbon fork, larger diameter head bearings, and upgraded frame materials for the highest riding performance among Tyrell folding bikes. ¥387,200 (Shimano Tiagra) to ¥429,000 (Shimano 105). 10.1kg.
• CSi Lightest model in Tyrell's lineup at 8.6kg. Hybrid frame with AL7005 aluminum alloy front and carbon rear sections. Known as the 'total balance' street racer with lightweight, flexible riding feel. AL7005 aluminum front + carbon rear hybrid frame, 2.2kg frame weight. ¥279,950 (Tiagra) to ¥335,500 (Shimano 105).
• PK1 High-end titanium frame mini velo with unique acceleration feel. Frame made of Ti-3AL-2.5V titanium alloy double-butted tubing and Ti-6AL-4V machined parts. Unpainted polished silver finish. ¥603,084 (Tiagra) to ¥609,091 (Shimano 105). 8.6kg.
• IVE 18-inch wheel mini velo designed for accessibility and rider-friendly experience with outstanding stability, one-touch rear frame folding, and diverse optional accessories for various lifestyles. Shimano CLARIS 1x8speed, 11.5kg, compact folding size 710x610x350mm. Priced at ¥249,700.
• LooX Multi-use mini velo with versatile extensibility. Non-folding design allows for installation of fenders and carriers, expanding tire options. microSHIFT 1x8s, 10.0kg. Designed for town use, commuting, shopping, and outdoor activities. Priced at ¥165,000.
• SRV Lightweight aluminum mini velo at 8.3kg with AL7005 aluminum frame and full carbon fork. Features rear frame with suspension structure.
• Tyrell Webstore Parts & Accessories Webstore offering replacement parts, accessories including wheels, brakes, handlebars, seat posts, bags, apparel, and commemorative stickers for Tyrell bikes.
• Tyrell Framesets Sale of framesets without components, allowing customers to build custom builds with their preferred components. Available for models including FX (frame set ¥231,000) and others.
• Color Order System Custom color ordering service offering approximately 190–230 color options with additional fees for bespoke paint jobs. Available across Tyrell's bicycle lineup.

Quantifiable outcome

• CSi achieves lightest frame weight in lineup at 2.2kg (frame + fork)
• +2 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Kadowaki (カドワоки)coreTechnology or Integration · 1 February 2005Kadowaki provides powder coating (粉体塗装) services for Tyrell frames. Their coating is used for color order customization and is specifically mentioned as suitable for Tyrell's powder coating logo decals and color change decal kits.
• Regan (レガン)minorStrategic or Co-development PartnerRegan is a glove manufacturer based in Kagawa Prefecture (Miki Town), known for OEM production for major sports brands. Tyrell collaborated with Regan to create a limited-edition line of fashion cycling gloves (Mens Fashion Glove TYKT series) featuring merino wool and Italian Portolano leather.
• My Bike Shop (Singapore)coreChannel Partner/ Reseller/ DistributorAuthorized Tyrell dealer in Singapore offering test bikes and exhibition bikes for customers to experience before purchase.
• Kam Po Bicycle Co. (Hong Kong)coreChannel Partner/ Reseller/ DistributorAuthorized dealer in Tai Po, New Territories, Hong Kong with exhibition bikes available for viewing.
• BOXBIKE Faltrad Shop (Germany)coreChannel Partner/ Reseller/ DistributorAuthorized Tyrell dealer in Berlin, Germany, specializing in folding bikes and serving the European market.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Regional players

• KhodaaBloom: KhodaaBloom is a Japanese premium bicycle manufacturer with similar domestic manufacturing roots and dealer-based distribution. It competes with Tyrell in the Japanese market for premium sport and commuter bicycles, including small-wheel formats.

Direct peers

• Dahon: Dahon is one of the world's largest folding bicycle manufacturers, founded by the inventor of modern folding bikes. It competes with Tyrell across folding bike price tiers and has a far broader global distribution network, making it a primary mass-market competitor.
• Bike Friday: Bike Friday is a US-based custom folding and travel bicycle manufacturer with a similar premium, niche positioning to Tyrell. Both companies emphasize custom builds, performance-oriented folding geometry, and a small-scale specialist manufacturer identity.
• Tern Bicycles: Tern is a direct competitor in the premium folding and small-wheel urban bike category with strong international distribution. Like Tyrell, Tern emphasizes urban commuter use cases with performance-oriented folding designs, often at comparable price points.
• Brompton Bicycle: Brompton is the leading premium folding bike brand globally, headquartered in the UK. It is the most direct competitor to Tyrell in the high-performance folding bike segment, offering comparable price points and targeting urban commuters who need multi-modal transit integration.
• Montague Bikes: Montague manufactures full-size folding bicycles with performance geometry, targeting urban commuters and military/travel use cases. Like Tyrell, it occupies a premium specialist position in the folding bike segment rather than competing on volume.
• Carry Me (Pacific Cycles): Pacific Cycles is the parent of Dahon and also produces compact and folding bikes under its own brands. It competes with Tyrell in the small-wheel and folding bike space with similar Asian manufacturing and global distribution capabilities.

Broad incumbents

• Giant Bicycles: Giant is the world's largest bicycle manufacturer with broad product lines including folding and small-wheel bikes. While not a direct specialist competitor, Giant's scale, global dealer network, and pricing power in adjacent categories shape the competitive environment Tyrell operates in.
• Decathlon: Decathlon is a global sporting goods retailer with its own bike brands (including B'Twin folding and folding e-bikes). It competes with Tyrell at lower price tiers and captures volume in the urban bike segment through its vast store footprint.
• Specialized Bicycle Components: Specialized is a major premium bicycle manufacturer with global brand recognition. While it focuses on road, mountain, and e-bikes, its premium positioning and performance engineering culture overlap with Tyrell's high-end model ethos (e.g., the PK1 titanium).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xtwitter.com/tyrelljapan
• YouTubeyoutube.com/channel/UCA3_xa2spb5RDOyGv7sCVig
• Facebookfacebook.com/tyrelljapan
• Instagraminstagram.com/tyrelljapan

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 Tyrell