What HOCO Online GmbH does

HOCO Online GmbH is a privately held German limited liability company (GmbH) incorporated in Germany and operating from Berlin. It runs Bike Mailorder (BMO), a direct-to-consumer e-commerce retailer specializing in bicycles, e-bikes, components, accessories, and — under an expanded catalogue — motorcycle apparel, helmets, goggles, and protectors. The storefront at bike-mailorder.com is built on Shopify, with integrated checkout, Shop Pay, customer accounts, and analytics; the site supports German, English, and Polish, geolocation-based country detection, and pricing in EUR, CHF, and PLN. The company ships to more than 18 European countries and operates the NEW ORDER physical showroom at Karl-Marx-Allee 23 in Berlin for in-person consultation and customer pickup.

The business generates revenue primarily through one-time online retail sales of bicycles (entry-level from ~€65 to premium over €6,000), e-bikes (~€1,700-€5,000+), and a full accessory ecosystem. A secondary revenue stream comes from bike-leasing partnerships that facilitate employer-sponsored programs with up to 40% savings via salary sacrifice, plus financing options for higher-value purchases and a Corporate Benefits discount channel (5-15%). Marketing combines an email/newsletter funnel (5% first-order discount), the BMO Magazin content/blog, social media on Facebook, YouTube, Instagram, and Strava, and Idealo price-comparison listings. Brand portfolio includes premium third-party labels (Giant, Fox, Schwalbe, Trek, Focus, Haibike, Orbea, Ghost, iXS) alongside an owned proprietary line (Platzangst) for bike bags and accessories.

Customer segmentation is hybrid and use-case oriented, spanning mountain bikers, road cyclists, e-bike buyers, urban/commuter cyclists, gravel/adventure riders, motorcycle riders, and families/children. The company has no disclosed funding rounds, parent company, acquisitions, or senior leadership team information in the source data; revenue, headcount, and founding date are likewise not disclosed, which constrains any quantitative assessment of scale.

Name

HOCO Online GmbH

Legal name

hoco online GmbH

Website

https://bike-mailorder.de

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

HOCO Online GmbH operates Bike Mailorder (BMO), a Berlin-based Shopify-powered DTC e-commerce retailer selling bicycles, e-bikes, components, accessories, and motorcycle gear to consumers across 18+ European countries, with an owned Berlin showroom and bike-leasing B2B partnerships.

Ownership category

akta.pro rank

Product category

Online Bicycle and Cycling Equipment Retail

akta.pro primary industry

Bike Online Retail & Omnichannel Specialists (CRAMAHAL)

akta.pro secondary industries

Cycling & Bike Retail (Sales, Service & Accessories) (CRAMABAH), Bicycle Retail (New Bikes) (CRAMAHAA), Bike Apparel, Helmets & Protective Gear Retail (CRAMAHAC), Bike Accessories Retail (Lights, Locks, Racks, Bags) (CRAMAHAD)

Keywords

• Online bicycle retail
• E-bike sales
• Cycling equipment
• Bike accessories
• Motorcycle apparel

Headquarters

HQ city

Berlin

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. E-commerce Retail Sales: Direct online sales of bicycles, e-bikes, components, accessories, and apparel. One-time product purchases with prices ranging from budget entry-level to premium high-end models. Revenue generated from product margin on direct consumer sales.
2. Bike Leasing Partnerships: Facilitates bike leasing programs for employers and employees. Earns commission/referral fees through partnerships with bike leasing providers. Customers can save up to 40% through salary sacrifice leasing arrangements.
3. Financing Services: Offers bicycle financing options to enable customers to purchase higher-value bikes through installment payments.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

HOCO Online GmbH (operating as Bike Mailorder / BMO) is a German online and showroom retailer selling bicycles (mountain, road, gravel, city, trekking, children's), e-bikes, cycling components, accessories, and apparel, plus an adjacent motorcycle clothing, helmet, goggle, and protector assortment. Orders are fulfilled through a Shopify-powered storefront with multi-country European shipping and supported by a Berlin flagship store, bike-leasing referral partnerships, and installment financing.

Product overview

HOCO Online GmbH operates Bike Mailorder (BMO), a German online bicycle and cycling equipment retailer. The core offering is the Shopify-powered e-commerce platform providing a comprehensive product portfolio centered around bicycles (Mountainbikes, Rennräder, Gravel Bikes, Citybikes, Trekking bikes, Children's bikes) and E-Bikes as the primary product categories. These core products are supported by add-on modules including Fahrradbekleidung (cycling apparel and helmets), Fahrradteile/Komponenten (replacement parts and components), and Fahrradzubehör (accessories including electronics, bags, tools, locks, and lighting). The company has expanded into adjacent markets with Motorradbekleidung (motorcycle clothing), Motorradhelme (motorcycle helmets), Motorradbrillen (motorcycle goggles), and Motorrad Protektoren (motorcycle protectors). Additional services include Bike-Leasing for employer-based bicycle leasing programs. The platform does not offer a public API for third-party integration.

Differentiator

Problem solved

Functional benefit

Products and services

• Bicycles (Fahrräder) Complete range of traditional bicycles including Mountainbikes (MTB Hardtails, MTB Fullys, Dirt Bikes), Rennräder (road bikes), Gravel Bikes, Citybikes (Hollandräder, Crossbikes, Fitnessbikes, Fixies, Urban Bikes), Trekkingräder, and children's and youth bikes. Pricing ranges from ~€65 for entry-level children's bikes to €6,000+ for premium models.
• E-Bikes Electric bicycles including E-Mountainbikes (E-Bike Fullys, E-MTB Hardtails), Trekking-E-Bikes, City-E-Bikes (including E-Lastenrad & E-Cargobikes), E-Gravel Bikes, and E-Rennräder. Pricing spans from ~€1,700 to €5,000+.
• Fahrradbekleidung (Cycling Clothing) Cycling apparel including glasses/goggles, helmets, gloves, pants, jackets, shoes, jerseys, rain gear, protectors, children's clothing, and casual wear.
• Fahrradteile / Komponenten (Bicycle Components) Bicycle parts and components including drivetrain, gears, cockpit, tires, brakes, wheels, forks, shocks and springs, saddles, seat posts, frames, and tubes.
• Fahrradzubehör (Bicycle Accessories) Bicycle accessories including electronics (computers, GPS), attachments, lighting, bags, baskets, tools and maintenance, transport, pumps, locks, backpacks and hydration, water bottles, trainers, and sports nutrition.
• Motorradbekleidung (Motorcycle Clothing) Motorcycle apparel including leather suits, motorcycle jackets, pants, gloves, functional clothing, boots, rain gear, and motocross clothing.
• Motorradhelme (Motorcycle Helmets) Motorcycle helmets including full-face (Integralhelme), modular (Klapphelme), open-face (Jethelme), motocross helmets, enduro helmets, children's motorcycle helmets, and helmet accessories.
• Motorrad Protektoren (Motorcycle Protectors) Motorcycle protective gear including kidney belts (Nierengurte), neck-braces, back protectors, armor jackets, chest protectors, body protectors, elbow protectors, knee protectors, airbag vests, and protector pants.
• Bike Leasing Service Bicycle leasing referral service allowing customers to lease bikes and e-bikes through employer-sponsored programs with potential tax benefits up to 40% savings via salary sacrifice arrangements. Operated via partnerships with bike leasing providers.
• Sale / Sonderangebote (Promotional Discounts) Discounted and promotional product sections spanning bicycles, e-bikes, parts, clothing, and accessories with seasonal discounts up to 67% on select items.

Segments7 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature3 records

Partnerships

Eight partnerships are on record, tiered core, minor and strategic.

• ShopifycoreTechnology or IntegrationE-commerce platform powering the entire online store, including checkout, payment processing (Shopify Pay), customer accounts, and analytics. Platform provides cookie consent management, order tracking, and storefront customization.
• Bike Leasing ProviderscoreChannel Partner/ Reseller/ DistributorPartnership with bike leasing companies enabling employer-sponsored bike leasing programs. Customers can save up to 40% through salary sacrifice arrangements. Company acts as fulfillment partner for leased bikes.
• Corporate BenefitsminorGTM or Marketing PartnerCorporate employee benefit program partner providing 5-15% discount to employees of partner companies. Drives incremental B2C sales through employer partnerships.
• IdealominorGTM or Marketing PartnerListed on Idealo German price comparison platform, one of the leading shopping comparison sites in Germany. Provides visibility to price-conscious consumers.
• PlatzangststrategicChannel Partner/ Reseller/ DistributorOwn-brand partnership. Platzangst is a proprietary bike bag and accessories brand sold exclusively through BMO and their own channels. Featured as premium brand with dedicated product lines.
• iXSstrategicChannel Partner/ Reseller/ DistributorFeatured as premium brand partner for motorcycle and cycling protection gear. BMO promotes iXS new collections and features iXS products prominently on site. Promotional banner placements for iXS seasonal collections.
• Google (Analytics/Maps)coreTechnology or IntegrationGoogle Analytics for traffic and conversion tracking, Google Maps integration for store locator and reviews display. Google customer reviews integrated on website.
• ZendeskcoreTechnology or IntegrationCustomer service platform providing live chat functionality and support ticket management. Powers the on-site customer support widget.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Decathlon: Global sporting goods mass-market retailer with a strong bike category across Europe (own-brand Triban/Rockrider/Elops plus assembled bikes). Competes broadly with BMO on entry- and mid-tier bikes, accessories, and apparel through omnichannel retail and online.

Direct peers

• Canyon Bicycles: German direct-to-consumer premium bicycle and e-bike brand selling online across Europe. Highly comparable premium-priced, online-first, multi-category (road, MTB, gravel, e-bike, city) model with multi-country European shipping.
• Rose Bikes: German direct-to-consumer bike retailer with strong own-brand portfolio plus multi-brand accessories. Same omnichannel DNA (online-led with a flagship showroom), and competes directly in road, MTB, gravel, e-bike, and city categories.
• Chain Reaction Cycles: Established online cycling retailer with deep multi-brand bike, component, and apparel catalog. Directly competes on online assortment and price across Europe.
• Wiggle: Online cycling and tri-sports retailer serving European and global markets with bikes, components, apparel, and accessories. Comparable online-first multi-brand cycling model.
• Fahrrad-XXL: German specialty bike retailer with a growing online storefront and large-format physical stores. Comparable multi-brand bicycle, e-bike, and accessory assortment aimed at the same German consumer base.
• Bike-Discount: Major German online bike and components retailer competing on price and assortment breadth. Directly comparable e-commerce proposition across bicycles, e-bikes, parts, apparel, and accessories.
• Bike24: Largest German online bike and cycling equipment retailer (publicly listed), serving pan-European customers with similar multi-brand bicycles, e-bikes, components and apparel. Directly comparable e-commerce model, customer base, and category coverage.
• Probikeshop: French-headquartered online bike and cycling accessories retailer with multi-country European delivery. Comparable online specialist model across bikes, components, apparel, and protection gear.

Others

• Rakuten (Online Bike Marketplace): Global marketplace where multiple third-party bike retailers (including equivalents of BMO) compete on price and assortment. Relevant ecosystem reference for the price-comparison-driven e-commerce environment in which BMO operates.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@bmobikemailorder5907
• Facebookfacebook.com/bikemailordershop
• Instagraminstagram.com/bikemailorder
• LinkedInlinkedin.com/company/hoco-online-gmbh

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 HOCO Online GmbH