Custom Chrome Europe GmbH

What Custom Chrome Europe GmbH does

Custom Chrome Europe GmbH (CCE) is a privately held B2B wholesale distributor of motorcycle spare parts, accessories, and custom components, headquartered in Grolsheim, Germany, and operating since 1970. The company serves authorized motorcycle dealers and professional workshops, offering a catalog of over 25,000 SKUs covering exhaust systems, wide-tire conversions, rims, handlebars, fairings, electrical, engine, transmission, brakes, suspension, apparel, helmets, footwear, and workshop tools. Its product range is compatible with Harley-Davidson, Buell, Indian, and Victory motorcycles, supported by a model-specific fitment search on the website.

CCE combines a portfolio of four proprietary brands (RevTech, Santee, MotorFactory, Jammer Cycles) with exclusive European distribution rights for Thunderbike and Rick's Motorcycles accessories, alongside multi-brand distribution of Arlen Ness, Roland Sands Design, Legend Air Suspension, Le Pera, TORC Helmets, Baker Drivetrain, Barnett, Battery Tender, Badlands, Kuryakyn, and K&N. The technology platform is a B2B e-commerce site with dealer login, multi-language support (English, German, French, Italian, Spanish), and a separate online catalog.

CCE's business model is wholesale-only; it does not sell directly to consumers and instead routes end-customer purchases through its authorized dealer network. Revenue is generated through one-time wholesale transactions at prices listed as MSRP inclusive of country-specific VAT, with wholesale pricing accessible via dealer login. Operational logistics are a stated differentiator: orders are dispatched the same day via UPS or DHL with 24-hour delivery across Europe. The company reports no external investors, no parent entity, no funding rounds, and no M&A activity, and operates with a 14-person team.

Name

Custom Chrome Europe GmbH

Legal name

Custom Chrome Europe GmbH

Website

https://custom-chrome-europe.com

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

11–50 employees

Short description

Custom Chrome Europe GmbH is a German B2B wholesaler, established 1970, that distributes over 25,000 motorcycle parts and accessories exclusively to a network of 50+ authorized European dealers serving Harley-Davidson, Indian, Buell, and Victory motorcycles.

Ownership category

akta.pro rank

Product category

Motorcycle Parts Wholesale Distribution

NAICS

Motor Vehicle and Motor Vehicle Parts and Supplies Merchant Wholesalers (4231), Automobile and Other Motor Vehicle Merchant Wholesalers (42311)

SIC

Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010), Wholesale-Motor Vehicle Supplies & New Parts (5013)

akta.pro primary industry

Motorcycle Riding Gear & Apparel Retail (CRAMANAA)

akta.pro secondary industry

Helmets & Protective Headgear Retail (Motorcycle/ATV/Snow) (CRAMANAB)

Keywords

• Motorcycle parts wholesale
• Harley-davidson accessories
• Custom motorcycle parts
• V-twin spare parts
• Indian motorcycle parts

Headquarters

HQ city

Grolsheim

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Wholesale Parts Distribution: Custom Chrome Europe operates as a B2B wholesaler selling motorcycle spare parts, accessories, and custom parts exclusively to authorized dealers. Revenue is generated through product sales to dealers who then resell to end consumers.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Custom Chrome Europe GmbH is a B2B wholesaler that distributes over 25,000 motorcycle spare parts, accessories, and custom parts for Harley-Davidson, Indian, Buell, and Victory motorcycles exclusively to authorized dealers and workshops across Europe. The portfolio combines proprietary brands (RevTech, Santee, MotorFactory, Jammer Cycles) with exclusive European distribution rights for Thunderbike and Rick's Motorcycles, plus multi-brand offerings from Arlen Ness, Roland Sands Design, Legend Air Suspension, Le Pera, TORC, Baker Drivetrain, Barnett, Battery Tender, Badlands, Kuryakyn, and K&N. Orders are accepted through a dealer-login B2B e-commerce platform and dispatched the same day via UPS or DHL with 24-hour delivery across Europe.

Product overview

Custom Chrome Europe GmbH is a motorcycle parts and accessories wholesaler established since 1970, distributing over 25,000 products for Harley-Davidson and Indian motorcycles. The company operates primarily as a B2B distributor selling exclusively to authorized motorcycle dealers. Their product portfolio includes proprietary brands (RevTech, Santee, MotorFactory, Jammer Cycles) alongside exclusive European distribution rights for Thunderbike and Rick's Motorcycles accessories. They also distribute well-known brands including Arlen Ness, Roland Sands Design, Legend Air Suspension, Le Pera, and TORC helmets. The three main product categories are Apparel & Accessories (helmets, clothing, footwear, bags), Motorcycle Parts (exhaust systems, wide tire conversions, rims, handlebars, fairings, electrical, engine, transmission, brakes, suspension), and Tools & Workshop (oils, maintenance products, tools). Additional services include an online catalog system, model-specific search tools for Harley-Davidson/Indian motorcycles, and pre-built Bolt-On and Ride custombikes. The company offers same-day shipping via UPS or DHL with delivery within 24 hours in Europe.

Differentiator

Problem solved

Functional benefit

Brands

• RevTech: Own brand of motorcycle parts and accessories
• Santee
• MotorFactory
• Jammer Cycles
• CCE

Products and services

• Apparel & Accessories Rider gear including helmets, clothing, footwear, bags, goggles, gloves, head gear, catalogs/calendars/books, patches, stickers, signs, motorcycle covers, locks, multi-tools, and Custom Chrome merchandise for dealers and workshops to resell to end consumers.
• Motorcycle Parts Over 25,000 spare parts and accessories for Harley-Davidson, Indian, Buell, and Victory motorcycles, including exhaust systems, wide tire conversions, rims, handlebars, fairings, electrical components, engines, transmissions, brakes, suspension, seats, baggage, foot controls, cables, instruments, lighting, intake/fuel systems, gaskets, wheels, tires, frames, swingarms, forks, gas/oil tanks, and fenders.
• Tools & Workshop Workshop equipment, motorcycle oils, maintenance and care products, loading and strapping materials, hardware, and specialized tools for motorcycle service and repair professionals.
• Bolt-On and Ride Custombikes Pre-built custom motorcycles including touring, softail, sportster, dyna, V-rod, and Indian models designed for bolt-on installation, sold wholesale to dealers and workshops.
• Online Catalog Interactive online catalog at onlinecatalog.custom-chrome-europe.com, allowing authorized dealers and customers to browse and order the full range of motorcycle parts and accessories.
• Model Search Tool Model-specific search functionality compatible with Harley-Davidson, Buell, Indian, and Victory motorcycles, showing compatible accessories and parts for each model.
• Wallplug 800mA Select Lead Acid / Lithium Battery Charger 12V @ 800mA battery charger supporting AGM, flooded, GEL, and Lithium (LiFeP04) batteries with EU plug, featuring an ISM microcontroller for charge sequence updates; distributed under the Battery Tender brand.
• 2.8 Gallon Low Tunnel Gas Tank Custom steel fuel tank with 1.5-inch tunnel, universal-style mounts for custom applications, accepts 3/8 inch NPT threaded petcock, measuring 15.5 x 9 x 7 inches.

Quantifiable outcome

• Same-day shipping with 24-hour delivery across Europe via UPS or DHL

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

17 partnerships are on record, tiered core, major and standard.

• ThunderbikecoreStrategic or Co-development PartnerCustom Chrome Europe is the exclusive European distributor for Thunderbike accessories. Thunderbike is a renowned German manufacturer of custom motorcycle parts and accessories for Harley-Davidson motorcycles. This exclusive distribution partnership gives CCE unique access to Thunderbike's product portfolio for the European market.
• Rick's MotorcyclescoreStrategic or Co-development PartnerCustom Chrome Europe holds exclusive distribution rights for Rick's Motorcycles accessories in Europe. Rick's Motorcycles is a well-known manufacturer of high-quality motorcycle parts. This exclusive partnership allows CCE to offer Rick's products throughout their European dealer network.
• Arlen NessmajorChannel Partner/ Reseller/ DistributorArlen Ness is a prominent brand in the custom motorcycle industry known for innovative parts and accessories. CCE distributes Arlen Ness products as part of their extensive brand portfolio alongside other major manufacturers.
• Roland Sands DesignmajorChannel Partner/ Reseller/ DistributorRoland Sands Design is a premium motorcycle parts and accessories brand. CCE carries RSD products as part of their diverse brand offering for European dealers and workshops.
• Legend Air SuspensionstandardChannel Partner/ Reseller/ DistributorLegend Air Suspension specializes in suspension solutions for motorcycles. CCE distributes their products as part of their comprehensive parts catalog.
• Le PerastandardChannel Partner/ Reseller/ DistributorLe Pera is known for motorcycle seats and related components. Their products are available through CCE's distribution network.
• TORC HelmetsmajorChannel Partner/ Reseller/ DistributorTORC Helmets is a motorcycle helmet manufacturer featured as a top brand on Custom Chrome Europe's platform, offering helmets and head gear for motorcyclists.
• Baker DrivetrainstandardChannel Partner/ Reseller/ DistributorBaker Drivetrain manufactures transmission and driveline components for Harley-Davidson motorcycles. Their products include transmissions, reverse gear kits, shift kits, and related drivetrain parts. CCE distributes Baker products as part of their transmission and driveline category.
• BarnettstandardChannel Partner/ Reseller/ DistributorBarnett produces cables and clutch components for motorcycles. Their extensive product range includes clutch cables, throttle cables, and related transmission parts. CCE distributes Barnett products as part of their cables and transmission categories.
• Battery TenderstandardChannel Partner/ Reseller/ DistributorBattery Tender manufactures battery chargers and maintenance equipment for various battery types. CCE distributes their products including the Wallplug 800mA Select charger and other battery maintenance solutions.
• BadlandsstandardChannel Partner/ Reseller/ DistributorBadlands produces electrical and lighting components including load equalizers, turn signal modules, and LED lighting solutions for motorcycles.
• KuryakynstandardChannel Partner/ Reseller/ DistributorKuryakyn manufactures motorcycle accessories and parts. Their products including license plate kits are distributed through CCE's network.
• K&NstandardChannel Partner/ Reseller/ DistributorK&N is known for high-performance air filters and filtration products. CCE distributes K&N filter care and maintenance products.
• RevTechcoreChannel Partner/ Reseller/ DistributorRevTech is Custom Chrome Europe's own brand offering motorcycle parts and accessories. As an owned brand, it represents a core part of CCE's product portfolio alongside distributed brands.
• SanteecoreChannel Partner/ Reseller/ DistributorSantee is one of Custom Chrome Europe's own brands, producing motorcycle handlebars and related components. Featured as a top brand on the CCE platform.
• MotorFactorycoreChannel Partner/ Reseller/ DistributorMotorFactory is one of Custom Chrome Europe's proprietary brands, part of their portfolio of own brands including RevTech, Santee, and Jammer Cycles.
• Jammer CyclescoreChannel Partner/ Reseller/ DistributorJammer Cycles is one of Custom Chrome Europe's own brands, contributing to their portfolio of proprietary motorcycle parts and accessories.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• POLO Motorrad: German motorcycle clothing and accessories specialist with a large retail and wholesale footprint; overlaps with CCE's apparel and accessories categories across the European dealer market.
• Harley-Davidson Motor Company: OEM whose installed base and dealer ecosystem drive the majority of CCE's aftermarket demand; competes indirectly through branded parts and accessories and is the dominant anchor of the V-twin market CCE serves.
• Detlev Louis: Germany's largest motorcycle clothing and accessories retailer/wholesaler; broader catalog than CCE and more consumer-facing, but overlaps heavily on apparel, helmets, and general accessories distribution.
• Indian Motorcycle (Polaris): OEM for the second-largest V-twin brand in CCE's catalog; comparable in that its bikes define the fitment universe CCE sells into, and competes indirectly through factory accessories and branded parts.

Direct peers

• W&W Cycles: Germany-based wholesale distributor of Harley-Davidson parts, accessories, and custom components—essentially the same B2B aftermarket parts business as CCE, with overlapping brand portfolio and European dealer network.
• Motorcycle Storehouse: Netherlands-based distributor of motorcycle parts, accessories, and apparel to dealers across Europe; directly comparable business model, customer base, and logistics-led wholesale approach.
• Parts Europe (Custom Chrome International): European motorcycle parts wholesaler closely related to the broader Custom Chrome group; a direct competitor in the V-twin aftermarket distribution market with similar brand and dealer relationships.
• Hesselhof: German motorcycle parts and accessories wholesaler serving European dealers; comparable in scale, product breadth, and focus on the V-twin and custom aftermarket.

Others

• Thunderbike: German custom motorcycle parts manufacturer and builder; both a CCE partner (exclusive distribution) and an adjacent business operating in the same European custom V-twin ecosystem with comparable brand positioning.
• Rick's Motorcycles: German custom motorcycle parts manufacturer and builder; another CCE exclusive distribution partner, operating in the same premium custom V-twin space with similar end consumers.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/CustomChromeEurope
• Facebookfacebook.com/CustomChromeEuropeGmbH
• LinkedInlinkedin.com/company/custom-chrome-europe-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 Custom Chrome Europe GmbH