Special & Mr Martini

What Special & Mr Martini does

Special & Mr Martini is an Italian bespoke vehicle customization firm headquartered in Verona. Founded in 1997, the company operates through two legal entities (Martini Srl and Special Srl SB) and employs approximately eight people. Its core business is the design and fabrication of custom motorcycles and cars, with motorcycles priced in the €7,800 to €17,900 range and selected higher-end builds available on request. The "Mr.Martini" brand is trademarked and has been built over more than two decades through magazine features and a 2013 MBE Best Cafe Racer award.

The company operates three distinct revenue lines. The primary line is custom vehicle builds, spanning donor platforms from BMW (GTR, GTS GranTurismo) to Kawasaki (Vulcan S kit produced with Kawasaki Italia in 2016 at 100 units; Kawasaki 966) and proprietary designs such as La Coupé and Mini Mou. The second line is branded merchandise sold via a Shopify storefront shipping to the United States, Canada, the United Kingdom, France, Germany, Japan, and Australia, with apparel price points around $46 for T-shirts and $102 for jackets. The third line is Special Verona, a restaurant launched in 2012 that extends the brand into hospitality.

The go-to-market model is direct-to-consumer across all three lines, with the customer base skewed toward individual enthusiasts for builds and merchandise and local foot traffic for the restaurant. Brand recognition and design distinctiveness, rather than scale or technology, are the primary commercial assets. A mobile app presence on the Apple App Store (ID 1569829971) and a 25th anniversary book published in 2022 round out the brand-building and direct-channel footprint.

Name

Special & Mr Martini

Legal name

Martini Srl

Website

https://specialmrmartini.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

1–10 employees

Short description

Special & Mr Martini is a Verona-based Italian firm, founded 1997, that designs custom motorcycles and cars and operates branded merchandise e-commerce and a restaurant, serving enthusiast customers internationally.

Ownership category

akta.pro rank

Product category

Custom Motorcycle Manufacturing

NAICS

Motorcycle, Bicycle, and Parts Manufacturing (336991), Motorcycle, ATV, and All Other Motor Vehicle Dealers (441227)

SIC

Motorcycles, Bicycles & Parts (3751)

akta.pro primary industry

Motorcycle Manufacturing (ICE) (IMACAEAA)

akta.pro secondary industries

Motorsports & Powersports Gear & Accessories Retail (CRAMABAN), Motorcycle Riding Gear & Apparel Retail (CRAMANAA)

Keywords

• Custom motorcycle builds
• Bespoke motorcycle manufacturing
• Cafe racer customization
• Custom car builds
• Motorcycle lifestyle apparel

Headquarters

HQ city

Verona

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Custom Motorcycle Sales: One-of-a-kind custom motorcycles designed and built one at a time. Each motorcycle reflects Mr Martini's vision of timeless beauty combining past, present, and future.
2. Car Customization: Four-wheel special cars with elegant styling and detailed customizations reflecting Mr Martini's developed style over the years.
3. Merchandise and Apparel: Heritage style combined with Pop flair. Online store selling official Mr Martini merchandise including t-shirts, hoodies, jackets, and accessories.
4. Restaurant and Events: Special Verona restaurant located in an iconic 1950s gas station. International cuisine and cocktail bar surrounded by special motorcycles and industrial furnishings.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

Special & Mr Martini hand-builds one-of-a-kind custom motorcycles and cars at its Verona workshop, organized into seven proprietary style lines (Scrambler & Dirt, Flash Back Ducati, Jerolamo, Cafe, Endurance, Mr Martini & Mr Martini, and a Kawasaki collaboration kit). The company also sells branded apparel and accessories through a Shopify online store and operates the Special Verona restaurant and cocktail bar in a restored 1950s gas station. Each motorcycle is conceived and built individually rather than mass-produced.

Product overview

Special & Mr Martini is a custom motorcycle builder and lifestyle brand based in Verona, Italy, with 20 years of experience constructing unique, timeless motorcycles one at a time. The core offering is custom motorcycles available in seven distinct style lines: Scrambler & Dirt, Flash Back Ducati, Jerolamo, Cafe, Endurance, Mr Martini & Mr Martini, and the Kawasaki collaboration kit. The company also customizes four-wheel vehicles (cars) and operates a themed restaurant called Special Verona. A separate e-commerce store sells branded merchandise including clothing, accessories, and published works. The company holds several textile certifications (GOTS, OCS, PETA Vegan) for their merchandise line.

Differentiator

Problem solved

Functional benefit

Brands

• Special Verona: Restaurant and cocktail bar operated by the company, located in a restored 1950s gas station featuring special motorcycles and industrial decor
• Mr Martini Motorcycle Styles
• Mr Martini Cars

Quantifiable outcome

• Best Cafe Racer MBE 2013 - Jerolamo model recognized as best in category

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature6 records

Partnerships

Five partnerships are on record, tiered minor and core.

• HT Clos AngelesminorStrategic or Co-development PartnerListed as a Special Partner on the Mr Martini website, representing international presence in the Los Angeles market.
• Vibrazioni Art DesignminorStrategic or Co-development PartnerListed as a Special Partner, representing creative/design collaboration in Italy.
• Triumph VeronaminorChannel Partner/ Reseller/ DistributorListed as a Special Partner, a Triumph motorcycle dealership in Verona.
• Ceccato AutomobiliminorChannel Partner/ Reseller/ DistributorListed as a Special Partner, an automotive dealership.
• Kawasaki ItaliacoreStrategic or Co-development PartnerCollaboration between Mr Martini and Kawasaki Italia to create a numbered special series of 100 limited edition Kawasaki Vulcan S motorcycles. The kit transforms the modern Vulcan S to evoke the legendary 1970s Kawasaki 500 H1 Mach 3 styling.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Hookie Co. German custom motorcycle and parts company producing limited kits and full builds. Closely comparable to Mr Martini's Kawasaki kit model and small-batch sensory design ethos.
• Deus Ex Machina: Global custom motorcycle and lifestyle brand with showrooms, apparel, and restaurant-style community spaces. Most directly comparable to Mr Martini's blend of bespoke builds, branded merchandise, and a physical cultural venue.
• El Solitario MC: Spanish custom motorcycle/lifestyle brand that combines bespoke builds with apparel and cultural events. Closely comparable to Mr Martini's integration of motorcycle, apparel, and brand experience.
• Bottpower: Spanish custom motorcycle builder specializing in bespoke builds and limited-edition projects. Comparable in artisan custom production model and direct-to-consumer European market.
• Maria Riding Company: Spanish custom motorcycle builder with strong Italian-cultural aesthetic and apparel line. Comparable in premium positioning, European cafe racer heritage, and lifestyle brand extension.
• Walt Siegl Motorcycles: Boutique custom motorcycle builder known for one-off and limited-edition Italian-influenced designs. Comparable in artisanal build philosophy, premium pricing, and signature aesthetic lines.
• Rough Crafts: Taiwan-based custom motorcycle builder by Winston Yeh, internationally recognized with multiple awards. Comparable in award-winning boutique custom builds and global press presence.
• Tamarit Motorcycles: Spanish custom motorcycle specialist focused on Triumph builds with strong lifestyle branding. Comparable in catering to the European cafe racer/scene, premium pricing, and dedicated brand identity.
• Revival Cycles: Austin, Texas-based custom motorcycle and parts manufacturer with strong design-forward aesthetic. Comparable in small-team, one-of-a-kind build model and direct-to-consumer sales approach.
• Venier Motorcycles: Italian custom motorcycle builder known for refined, design-forward builds. Highly comparable as a fellow Italian small-batch custom shop with similar aesthetic sensibility and direct premium clientele.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/michelangelo_agostinetto
• LinkedInlinkedin.com/company/specialmrmartini

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 records

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 Special & Mr Martini