Braid Wheels USA

What Braid Wheels USA does

Braid Wheels USA (legal name BRAID Wheels USA) is the North American distribution arm of BRAID, a Spanish high-performance wheel manufacturer based in a small town outside Barcelona, Catalonia. Founded in 2008 and headquartered in Bloomfield Hills, Michigan with 1–10 employees, the company sells custom motorsport and off-road wheels built to customer specifications rather than off-the-shelf inventory. Its served markets include motorsport enthusiasts (autocross, rally, rallycross, road racing, rally raid, desert racing, Formula SAE), classic car restorers (notably Porsche 911 Safari builds and the BZ Series for Porsche Classic), overland/adventure travelers, and performance street drivers. Named users span BR Engineering, Ultima Sports, Hyundai N Performance, and individual builders such as Tuthill Porsche, Leh Keen, Matt Farah, and Kelly Moss.

The product portfolio is organized around six manufacturing technologies, each with a distinct price/performance profile: Cast Monoblock (entry-level, from $247), Flowcast (a proprietary casting process with finite element analysis-developed inner rim flange geometry), Flow Formed (cast wheels with properties approaching forged), Forged (peak aluminum performance, $1,116–$1,573), Magnesium (up to 25% lighter than forged aluminum, $2,900–$2,987), and Three Piece (modular construction for classic vehicles). Optional Beadlock A and Beadlock B configurations support low-pressure off-road use. Accessories include center caps ($20), beadlock shim kits ($206), and center lock adapters ($853).

The business model is build-to-order. Customers specify bolt pattern, offset, finish, and vehicle/application; BRAID produces the wheel in its Spanish factory, typically with a 3–5 week lead time (sometimes under one week), and ships via UPS 3-day Air, UPS Ground from the Michigan warehouse, or via international drop-ship. Distribution combines direct-to-consumer e-commerce on braidusa.com, a network of specialized US dealers, and warehouse pickup from Michigan. Paul Eddleston serves as President & CEO of BRAID USA. Marketing is concentrated in owned digital channels (Shopify storefront, Facebook, Instagram, YouTube, email newsletter, and a news/blog), supplemented by community endorsements through PCA Product Spotlight and motorsport partnerships.

Name

Braid Wheels USA

Legal name

BRAID Wheels USA

Website

https://braidusa.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

1–10 employees

Short description

Braid Wheels USA distributes BRAID's custom-built motorsport and off-road wheels in North America, offering six manufacturing technologies — cast, Flowcast, Flow Formed, forged, magnesium, and three-piece — configured to any bolt pattern, offset, or finish for racing, rally, overland, and performance street customers.

Ownership category

akta.pro rank

Product category

Performance Automotive Wheels

NAICS

Motorcycle, Bicycle, and Parts Manufacturing (336991), Motor Vehicle Steering and Suspension Components (except Spring) Manufacturing (336330)

SIC

Motor Vehicle Parts & Accessories (3714)

akta.pro primary industry

Wheels & Rims Manufacturing (Steel/Alloy) (IMACAIAJ)

Keywords

• Motorsport wheels
• Custom forged wheels
• Off-road wheels
• Aluminum alloy wheels
• Performance wheels

Headquarters

HQ city

Bloomfield Hills

HQ country

United States

HQ region

North America

Offices3 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. Wheel Sales: Primary revenue from selling custom high-performance wheels in various technologies (Cast, Flowcast, Flow Formed, Forged, Magnesium, Three Piece) at price points ranging from $247 to $2,986+ per wheel.
2. Wheel Accessories: Sales of accessories including center caps ($20), beadlock shim kits ($206), and center lock adapters ($853).

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Braid Wheels USA sells custom-built, high-performance motorsport and off-road wheels manufactured in its European factory near Barcelona, Spain, using multiple proprietary technologies (Cast Monoblock, Flowcast, Flow Formed, Forged, Magnesium, and Three Piece). Wheels are built to customer-specified bolt pattern, offset, and finish, with typical lead times of a few weeks and shipped worldwide via UPS. The company also offers Beadlock A/B options and supporting accessories (center caps, shim kits, center lock adapters).

Product overview

BRAID Wheels USA offers custom high-performance wheels for motorsport and street applications, built to order in their European factory (located near Barcelona, Spain). The product portfolio includes multiple wheel technologies: Cast Wheels (Winrace series), Flowcast Wheels (Fullrace series), Flow Formed Wheels (Fullrace FF series), Forged Wheels (Forged series), Magnesium Wheels (peak performance), and Three Piece Wheels (Serie series). They also offer Beadlock options (A and B types) and a range of accessories including center caps, shim kits, and center lock adapters. Wheels are available across diverse racing disciplines including Autocross, Desert Racing, Formula SAE, Gravel Rally, Off Road, Overland, Rallycross, Rally Raid, Road Racing, Street, Snow/Ice Racing, Tarmac Rally, and Trackdays. Their BZ Series targets Porsche Classic vehicles. All wheels are customizable in bolt pattern, offset, and finish, with production typically taking 3-5 weeks.

Differentiator

Problem solved

Functional benefit

Brands

• BRAID: Spanish parent wheel manufacturer producing high-performance wheels for motorsport and street use
• Flowcast
• Fullrace FF
• Forged
• Magnesium

Products and services

• BRAID Winrace Series (Cast Monoblock Wheels) Entry-level cast monoblock competition wheels priced from $247 (Tenrace+) to $458 (Fullrace series equivalent), designed for autocross, rallycross, SCCA rallycross, Formula SAE, and trackdays. Includes the Tenrace+ and full Winrace series variants.
• BRAID Flowcast Wheels (Fullrace Series) Wheels manufactured using BRAID's proprietary Flowcast technology that increases mechanical characteristics of aluminum alloy for lighter weight, higher resistance, and improved deformation capacity at impact. Includes Fullrace A, B, C, Rally-T, Rallycross, Maxlight, AC FF, and Rally A FF variants priced from $346 to $553.
• BRAID Flow Formed Wheels (Fullrace FF) Flow Formed wheels that apply pressure on the inner rim while spinning after casting, stretching and compressing aluminum alloy to increase tensile strength. Properties approach forged wheels with lighter weight, greater strength, and improved elongation. Priced from $458 to $784.
• BRAID Forged Wheels Peak technology wheels with molecularly distributed mechanical characteristics for extreme strength and stiffness with significant weight reduction. Forged monoblock wheels priced from $1,116 (Dakar Buggy) to $1,573 (UR4 Beadlock), including the Fullrace T Dakar 17" launched in 2021 with wider widths.
• BRAID Magnesium Wheels Absolute pinnacle of BRAID wheels using magnesium construction, decreasing wheel weights up to 25% compared to aluminum forged wheels for ultimate racing performance. Priced at $2,900 to $2,987, with pricing based entirely on application.
• BRAID Three Piece Wheels (Serie Series) Classic three-piece competition wheels with modular construction including Serie 1 R, Serie 6 R, Serie 1 FR, Serie 6 FR, Serie GT, Serie 1 FMR, Serie 6 FMR, and Classic Serie RC variants, designed for classic cars and sports prototypes.
• BRAID BZ Series Wheels Classic Porsche-style wheels available in 15", 16", 17", and 18" sizes, designed for Porsche Classic and sports car applications including RSR clones, 911 SCs, Carreras, and 930s.
• BRAID Beadlock Wheels (A and B Options) Beadlock wheels with two versions: Beadlock A (removable outer lip bolted after tire installation) and Beadlock B (specialty bolts that pinch the bead). Both enable lower tire pressures and prevent tire rotation for off-road, desert racing, and rally applications.
• BRAID Center Caps Center caps for BRAID wheels, priced at $20.00 per unit, sold as finishing accessories through the wheel accessories collection.
• BRAID Beadlock A Shim Kit Shim kit for Beadlock A wheels, priced at $206.00, enabling proper fitment of Beadlock A configuration wheels.
• BRAID Center Lock Adapter Center lock adapter for wheels, priced at $853.00, enabling center-lock mounting configurations.

Quantifiable outcome

• Magnesium wheels up to 25% lighter than forged aluminum
• +2 more outcomes

Named customers9 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Two partnerships are on record, tiered core.

• Hyundai N PerformancecoreStrategic or Co-development PartnerHyundai N Performance has partnered with BRAID as part of their performance wheel strategy, with BRAID wheels being featured on Hyundai N vehicles including the ETCR line-up and i20 rally cars.
• Porsche Club of America (PCA)coreGTM or Marketing PartnerBRAID was featured in PCA Product Spotlight, showcasing their wheels to the Porsche enthusiast community. PCA is a major Porsche owner organization with significant reach in the classic and performance Porsche market.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Emerging players

• Rotiform Wheels: US-based custom wheel brand focused on the tuning, stance, and aftermarket enthusiast segments with strong social media presence. Adjacent competitor to BRAID in the custom wheel space, though more design/aesthetic-driven versus BRAID's motorsport/performance orientation.

Direct peers

• Forgeline Motorsports: US manufacturer specializing in custom forged wheels for racing, road, and trackday applications. Direct peer to BRAID with similar motorsport heritage, custom build approach, and forged/flow-formed technology stack.
• BBS Kraftfahrzeugtechnik: German manufacturer of forged and flow-formed wheels widely regarded as the benchmark premium brand in motorsport and OE applications. Directly comparable to BRAID across forged, multi-piece, and motorsport wheel categories, with similar OEM-grade positioning and pricing architecture.
• HRE Wheels: US-based manufacturer of custom forged and flow-formed wheels for premium sports cars, motorsport, and luxury vehicles. Closest direct competitor to BRAID USA in the custom forged performance segment with comparable build-to-order model and price points.
• OZ Racing: Italian motorsport wheel manufacturer with extensive WRC, Formula 1, and GT racing pedigree. Directly comparable to BRAID across motorsport applications, multi-piece wheels, and forged offerings, with similar European manufacturing footprint.
• Method Race Wheels: US-based manufacturer of off-road beadlock and competition wheels for desert racing, rock crawling, and overland applications. Direct peer to BRAID's Beadlock offerings and Overland collection with similar focus on extreme-condition performance and safety features.
• Rays Engineering: Japanese forged wheel specialist (Volk Racing, Gram Lights brands) dominant in tuning and motorsport segments. Comparable to BRAID on forged technology, motorsport focus, and premium pricing architecture, with similar multi-brand portfolio strategy.

Broad incumbents

• Enkei Corporation: Large Japanese wheel manufacturer with broad OE and aftermarket portfolio including motorsport offerings (Racing Revolution). Comparable to BRAID on motorsport wheel technology and pricing tiers but with vastly larger scale, broader product range, and established OE relationships.
• American Racing: Heritage US aftermarket wheel brand spanning classic, performance, and off-road segments. Comparable to BRAID on the classic Porsche restoration segment (BZ Series) and performance street offerings, though with much broader mass-market positioning.
• TSW Alloy Wheels: Aftermarket performance and luxury wheel brand with multi-piece, forged, and cast offerings. Comparable to BRAID on aftermarket positioning and price architecture, though serving a broader (less motorsport-focused) customer base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/braidusa
• Facebookfacebook.com/BraidWheelsUSA
• Instagraminstagram.com/braidusa
• LinkedInlinkedin.com/company/braidusa

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 Braid Wheels USA