What SaddleDrunk LTD does

SaddleDrunk LTD is a UK-based cycling apparel company founded in 2013 by Stefano Dall'Aglio, operating as a family business with 1-10 employees and headquartered in London. The company designs and sells premium cycling jerseys, bib shorts, base layers, gilets, socks, and accessories manufactured in Ravenna, Italy under a "100% Made in Italy" positioning. Its go-to-market is a dual-channel model: direct-to-consumer sales to individual cyclists via its own e-commerce store and a 60,615-member Strava club, plus a B2B arm serving cycling and triathlon clubs, amateur racing teams, and corporate clients with custom-designed kit.

The business generates revenue through standard apparel price points (accessories from approximately £20 up to premium jerseys around £180), custom kit contracts for clubs (28+ cycling and triathlon clubs including Accenture, David Lloyd Leisure, and various amateur racing teams), and corporate apparel deals (notably Northrop Grumman since August 2021). Distribution is primarily UK-direct with an Australian distributor established in February 2022, and the company has expanded into adjacent categories via a partnership with Guerciotti UK for Italian bicycles (September 2021) and a gravel-specific apparel line launched in 2022. Sub-brands SaddleDrunk Travel and SaddleDrunk Cycling Club, introduced in 2023, extend the proposition into cycling tourism and membership-based community offerings.

No external funding rounds are disclosed, and the company has been bootstrapped since inception over a 10+ year operating history. There is no evidence of proprietary technology, AI/ML capabilities, or platform infrastructure beyond a conventional e-commerce and social/community presence. Strategic activity since 2021 has emphasized incremental geographic, vertical, and product-line expansion while preserving the boutique, design-led brand identity.

Name

SaddleDrunk LTD

Legal name

SaddleDrunk Limited

Website

https://saddledrunk.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

SaddleDrunk LTD is a UK-based, family-run cycling apparel brand founded in 2013, designing premium "Made in Italy" kit for individual cyclists, 28+ cycling and triathlon clubs, and corporate clients including Northrop Grumman, sold direct-to-consumer and via B2B club shop partnerships.

Ownership category

akta.pro rank

Product category

Cycling Apparel

NAICS

Sporting Goods Retailers (45911), Apparel Accessories and Other Apparel Manufacturing (3159)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Bike Apparel, Helmets & Protective Gear Retail (CRAMAHAC)

akta.pro secondary industry

Cycling & Bike Retail (Sales, Service & Accessories) (CRAMABAH)

Keywords

• Cycling apparel
• Custom club kits
• Cycling accessories
• Triathlon clothing
• Gravel cycling wear

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Cycling Apparel Sales: Revenue from direct sales of cycling jerseys, bib shorts, jackets, and performance apparel through e-commerce website and custom club shop orders.
2. Accessories Sales: Revenue from cycling accessories including socks, caps, water bottles, bike bags, locks, and other cycling gear.
3. Custom Club Kit Orders: B2B revenue from designing and producing custom cycling kits for cycling clubs and triathlon clubs worldwide.
4. Corporate Apparel Partnerships: Corporate clothing contracts such as the Northrop Grumman partnership for employee cycling, triathlon, and running apparel.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

SaddleDrunk designs and sells premium cycling apparel, accessories, and custom sportswear, with all garments hand-tailored in Italy using Italian textiles. The company sells branded off-the-shelf cycling jerseys, bib shorts, jackets, base layers, gravel clothing, leisure wear, and cycling accessories directly to consumers through its own e-commerce site, and produces bespoke custom club kits for cycling and triathlon clubs plus corporate apparel for organizations such as Northrop Grumman.

Product overview

SaddleDrunk LTD is a UK-based cycling and triathlon apparel company operating as a custom kit manufacturer and retailer. The product portfolio centers on performance cycling apparel manufactured in Italy, including cycling jerseys, bib shorts, winter jackets, gilets, base layers, winter tights, and gravel-specific clothing. The company also offers casual leisure wear (t-shirts, jackets), a range of cycling accessories (socks, caps, bike bags, hydration products, locks), and custom club shop collections for partnered cycling clubs. The core offering distinguishes between off-the-shelf branded apparel and bespoke club kit manufacturing services, with all cycling clothing hand-tailored in Italy using Italian textiles.

Differentiator

Problem solved

Functional benefit

Brands

• SaddleDrunk Travel: Travel services for cycling enthusiasts
• SaddleDrunk Cycling Club

Products and services

• Cycling Jerseys Range of performance, summer, winter, and eco-friendly cycling jerseys manufactured in Italy and sold directly to cyclists through the SaddleDrunk online store.
• Bib Shorts Cycling bib shorts manufactured with Italian textiles, featuring laser-cut and compression-fit variants, sold to cyclists through the SaddleDrunk online store.
• Winter Jackets and Gilets Waterproof, windproof, and thermal cycling jackets and gilets produced in Italy for cold-weather riding, sold to cyclists via the SaddleDrunk online store.
• Base Layers Moisture-wicking sleeveless base layers for layering under cycling outerwear, sold to cyclists via the SaddleDrunk online store.
• Winter Bib Tights Thermal winter cycling tights with DWR coatings, fleeced materials, and reflective elements, sold to cyclists via the SaddleDrunk online store.
• Leisure T-Shirts Casual cotton t-shirts (including 100% organic cotton options) branded with SaddleDrunk designs, sold to consumers for off-bike wear.
• Leisure Jackets Casual padded and softshell jackets with recycled materials and YKK zips, sold to consumers for off-bike wear.
• Gravel Clothing Off-road cycling apparel in breathable wool/polyester blends, designed for gravel riding and sold to cyclists via the SaddleDrunk online store.
• Cycling Accessories Range of cycling accessories including shoe covers, technical socks, caps, chain stay protectors, wearable locks, and bags from third-party brands such as Restrap and HIPLOK, sold via the SaddleDrunk online store.
• Bike Bags Bike travel, storage, and bike-packing bags (EVOC Road Bike Bag Pro and Restrap carry-everything range) sold to cyclists via the SaddleDrunk online store.
• Water Bottles and Hydration Hydration products including TACX bidons and Restrap Race Hydration Vest with 2L bladder, sold to cyclists via the SaddleDrunk online store.
• Custom Club Shop Collections Bespoke design and manufacturing of custom cycling jerseys, bib shorts, gilets, arm and leg warmers, and t-shirts for cycling and triathlon clubs, with each club having a dedicated shop page on saddledrunk.com.
• Corporate Apparel Partnerships Custom branded sportswear contracts for corporate clients, providing Italian-made cycling, triathlon, and running apparel for employee wellness programs and corporate branding.
• Gift Vouchers Gift vouchers that can be sent directly to recipients or emailed for printing and redeemed against SaddleDrunk products.
• Padded Bike Sock A padded bike sock with shoulder strap and inside pocket designed to allow cyclists to transport bikes without removing pedals, sold to cyclists via the SaddleDrunk online store.
• IRIDE Enamel Cup Lightweight 10oz enamel cup branded with SaddleDrunk World Champion colours, sold for on- and off-bike use.

Named customers4 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

Partnerships

Eight partnerships are on record, tiered minor and core.

• Colin (Australia Distributor)minorChannel Partner/ Reseller/ Distributor · 1 January 2022Colin is official distributor in Australia based in Brisbane, Queensland. One of first clients since brand inception in 2014. Spreads the word down under and enables design, production, and shipping of kits into Australia.
• Northrop GrummancoreStrategic or Co-development Partner · 1 January 2021SaddleDrunk provides corporate clothing to Northrop Grumman employees and clients worldwide. Partnership involves cycling, triathlon, running clothing 100% made in Italy by the family business. Maintains key values of quality, customer service, and passion.
• Guerciotti UKminorChannel Partner/ Reseller/ Distributor · 1 January 2021SaddleDrunk collaborates with Guerciotti UK agent to be the main seller in UK for Guerciotti bikes. Will stock selection of Road, Gravel, and Cyclocross bikes. Italian passion combined with other brands to deliver high-end products.
• VivavelominorGTM or Marketing PartnerPartnership for organizing Mallorca cycling training camps and bike tours. Joint marketing and event organization.
• Charlie Mills CoffeeminorOthersFamily-run independent moorland micro roastery. Sponsor of SaddleDrunk Racing Team. Provides 100% Arabica, fully traceable and sustainable green beans.
• LKY7 SportsminorOthersFamily run sports nutrition business in Middlesex. Sponsor of SaddleDrunk Racing Team. Specializes in sports nutrition products.
• VelomecminorOthersProfessional bike fitting service and maintenance. Provides personalized services in West London. Accredited Cyclefit technician and Campagnolo Pro-work shop.
• Kuai Sports PromotionminorOthersSports event management company in Hong Kong. Organizes cycling events in China, training camps in Australia. Official brand ambassador for Powerman duathlon series in Asia-Pacific.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Pas Normal Studios: Danish premium cycling apparel brand with strong direct-to-consumer, custom kit, and lifestyle positioning. Comparable to SaddleDrunk in premium pricing, design-led aesthetic, and DTC-plus-club model.
• MAAP: Australian premium cycling apparel brand with DTC, team kit, and lifestyle ranges. Comparable to SaddleDrunk's cycling apparel focus, premium positioning, and presence in the Australia market via its Brisbane distributor.
• Café du Cycliste: French premium cycling and lifestyle apparel brand with DTC, custom kit, and event-driven marketing. Comparable to SaddleDrunk's premium apparel positioning and club/community-led brand storytelling.
• Castelli: Heritage Italian cycling apparel manufacturer known for premium jerseys, bib shorts, and race kits. Directly comparable to SaddleDrunk's Made-in-Italy production, technical apparel focus, and team/club kit business.
• Rapha: Premium DTC cycling apparel brand with global club, custom kit, and lifestyle apparel offering. Directly comparable to SaddleDrunk's premium positioning, custom club program, and DTC-led GTM, but at significantly larger scale.
• Le Col: British premium cycling apparel brand offering DTC jerseys, bibs, and custom club kit. Comparable as a UK-headquartered premium cycling apparel competitor with overlapping cycling and club customers.
• Assos: Swiss premium cycling apparel brand focused on high-performance road and gravel kit. Comparable to SaddleDrunk's premium pricing, technical textile positioning, and enthusiast customer base.

Broad incumbents

• Pearl Izumi: Large-scale cycling apparel and footwear brand with broad product range across road, mountain, gravel, and lifestyle. Comparable as a cycling apparel competitor overlapping with SaddleDrunk's jersey, bib, and accessory ranges.
• Sportful: Established Italian cycling apparel manufacturer supplying technical kit to teams, clubs, and consumers. Comparable as an Italian-made cycling apparel maker serving the same custom-kit and consumer channels as SaddleDrunk, but at significantly larger scale.

Emerging players

• Pedla: Independent cycling apparel brand focused on premium casual and on-bike wear with strong design identity. Comparable to SaddleDrunk's design-led apparel, leisure/casual crossover line, and DTC-led approach at a similar small scale.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/saddledrunk
• YouTubeyoutube.com/channel/UCfc7uCa1TL5uUPV6phEVRqQ
• Facebookfacebook.com/SaddleDrunk
• Instagraminstagram.com/saddledrunk
• LinkedInlinkedin.com/company/saddledrunk

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 SaddleDrunk LTD