DE ROSA
De Rosa is a 1953-founded, family-owned Italian luxury bicycle manufacturer that handcrafts premium road, gravel, time trial, e-bike, and steel frames in carbon, titanium, and steel. It sells primarily direct-to-consumer and via Italian dealers to enthusiast, competitive, and bespoke-fit cycling customers, anchored by its Black Label custom program and Pininfarina design partnership.
- Company typePrivate
- Founded1953
- HeadquartersCusano Milanino, Italy
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What DE ROSA does
De Rosa (legal entity: De Rosa Ugo & Figli S.R.L.) is a privately held, family-owned Italian luxury bicycle manufacturer founded in 1953 by Ugo De Rosa in Milan and now headquartered in Cusano Milanino. The company designs, handcrafts, and sells premium bicycles across road, gravel, time trial, city, and e-bike categories using carbon fiber, titanium (Grade 9), and steel. Its core lineup includes the 70 flagship carbon road bike (730g frame, Pininfarina-designed), the Idol carbon road bike (870g), the 838 entry-level carbon model (~900g), the Spider carbon gravel bike, the Anima and Hera titanium platforms (with the Titanio X road/gravel hybrid added in 2026), the TT03 time-trial platform, the E-cona Revò e-bike (Polini motor, 220km range), and a heritage Acciaio steel collection. Differentiated technology includes monocoque carbon construction with 12K-to-1K fiber transitioning, aerodynamic Pininfarina integration (offset-zero headset), and the Black Label made-to-measure custom program executed by master craftsmen in Cusano Milanino.
Revenue is generated primarily through direct e-commerce (derosa.it) and an authorized Italian dealer network, with complete bikes typically priced from EUR 4,000 (838 Giro, Shimano 105 Di2) to EUR 13,000 (Anima Giro, Dura-Ace Di2). A secondary revenue stream comes from branded apparel and accessories (jerseys from ~EUR 73, rider packs EUR 180), plus paid experiential offerings — the De Rosa Experience (EUR 200) and De Rosa Bike Experience (EUR 350) tours of the headquarters and the restored Butega historic workshop. The customer base is distributed across passionate cycling enthusiasts, competitive racers, gravel/adventure riders, and a luxury/collector segment pursuing Black Label bespoke builds; go-to-market combines community-led marketing (professional team Bardiani-CSF, the CuoreBlu amateur Gran Fondo team, Giro d'Italia 2026 official bike status, and a 2026 Fortnite collaboration reaching 650M+ users) with DTC configurability and selective dealer retail. The company employs 11-50 people, has no disclosed funding rounds or institutional investors, and continues to operate as a multigenerational family enterprise under the De Rosa family.
DE ROSA firmographics
Firmographics- Name
- DE ROSA
- Legal name
- De Rosa Ugo & Figli S.R.L
- Website
- https://derosa.it
- Company type
- Private
- Founded year
- 1953
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- De Rosa is a 1953-founded, family-owned Italian luxury bicycle manufacturer that handcrafts premium road, gravel, time trial, e-bike, and steel frames in carbon, titanium, and steel. It sells primarily direct-to-consumer and via Italian dealers to enthusiast, competitive, and bespoke-fit cycling customers, anchored by its Black Label custom program and Pininfarina design partnership.
- Ownership category
- akta.pro rank
DE ROSA industry classification
Industry- Product category
- Premium Bicycles
- NAICS
- Motorcycle, Bicycle, and Parts Manufacturing (336991), Apparel Accessories and Other Apparel Manufacturing (3159)
- SIC
- Motorcycles, Bicycles & Parts (3751)
- akta.pro primary industry
- E-bikes & E-cargo Bikes Manufacturing (IMACAOAA)
- akta.pro secondary industry
- Cycling & Bike Retail (Sales, Service & Accessories) (CRAMABAH)
Keywords
Where DE ROSA is headquartered
LocationHeadquarters
- HQ city
- Cusano Milanino
- HQ country
- Italy
- HQ region
- Europe
Offices1 record
Markets served
DE ROSA business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Bicycle Sales: De Rosa's primary revenue comes from selling high-end bicycles across Carbon (70, Idol, 838, TT03, Spider, Metamorphosis), Titanium (Titanio X, Anima, Hera), and Steel (Acciaio) collections. Bikes are sold as complete builds with configurable components.
- Apparel and Accessories: De Rosa sells branded cycling apparel including jerseys, bib shorts, hoodies, caps, socks, and accessories like backpacks, water bottles, and lanyards through their e-commerce platform.
- Experiences: De Rosa Experience (200 EUR) - full day immersive visit to headquarters including production tour, titanium workshop, historic workshop 'Butega', and De Rosa Bike Experience (350 EUR) for guided riding experience.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | 70 Giro - Premium carbon road bike |
| One time/ perpetual license | Pay-as-you-go | 838 Giro - Entry-level carbon road bike |
| One time/ perpetual license | Pay-as-you-go | Idol Giro - Mid-range carbon road bike |
| One time/ perpetual license | Pay-as-you-go | Anima Giro - Premium titanium road bike |
| Unit Pricing | Pay-as-you-go | Cycling apparel and accessories |
| Unit Pricing | Pay-as-you-go | De Rosa Experience programs |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
DE ROSA product offering
Product offeringCore offering
De Rosa designs, manufactures, and sells premium handcrafted bicycles in carbon, titanium, and steel across road, gravel, time trial, e-bike, and city categories, alongside branded cycling apparel and accessories. The company sells configurable complete bikes through its own e-commerce platform and an Italian dealer network, and offers paid De Rosa Experience factory visits and Black Label bespoke titanium frame commissions.
Product overview
De Rosa is an Italian luxury bicycle manufacturer founded in 1953, offering handcrafted frames in carbon, titanium, and steel across road, gravel, e-bike, and time trial categories. The core product portfolio includes the flagship 70 carbon road bike (730g, Pininfarina design), Idol carbon road bike (870g, 20-year legacy), 838 entry carbon road bike (~900g), Spider carbon gravel bike, Anima titanium road bike (Black Label custom program), Hera titanium gravel bike, Titanio X versatile titanium bike, E-cona Revò electric bike with 220km range, TT03 DISK carbon time trial bike, and the vintage Acciaio steel collection. The company offers the 'Ogni Maggio' limited edition Giro d'Italia bike family, plus immersive De Rosa Experience factory tours and Black Label custom program for bespoke frame creation. De Rosa competes professionally with Bardiani-CSF 7 Saber team and maintains a CuoreBlu amateur Gran Fondo team.
Differentiator
Problem solved
Functional benefit
Brands
- 70: Premium carbon road bike, flagship model weighing 730g with design by Pininfarina
- Idol
- 838
- Anima
- Spider
- Hera
- E-cona Revò
- Acciaio
- TT03
- Giro d'Italia Bikes
- De Rosa World
- De Rosa Experience
- CuoreBlu Team
Products and services
- De Rosa 70 Flagship carbon road bike featuring a 730g frame developed over 22 months with Pininfarina-designed aerodynamics, representing the most advanced De Rosa bike combining lightness, stiffness, and aerodynamic integration for uncompromising performance road cycling.
- De Rosa Idol Carbon road bike with an 870g frame celebrating 20 years in the collection, redesigned with roughly 300g weight reduction and signature arc slope top tube, balancing comfort and performance for Granfondo riders who still dream of attacking climbs.
- De Rosa 838 Entry-level De Rosa carbon road bike with approximately 900g frame weight, slightly sloping geometry, elliptical polished bottom bracket for stiffness, minimal chainstays, and fully integrated cable routing, accommodating tires up to 32mm.
- De Rosa Spider Carbon gravel bike with 900g frame and 420g fork featuring off-road geometry, raised tread, and tire clearance up to 44mm, including rack eyelets for bikepacking and available with Campagnolo Ekar GT groupset.
- De Rosa Anima Premium titanium road bike weighing 1.25kg representing Black Label tailor-made technology, with customers choosing materials, details, and geometry to create a made-to-measure masterpiece built and finished by master craftsmen in Cusano Milanino.
- De Rosa Hera Heritage titanium gravel bike with full Grade 9 titanium frame available in custom size, press-fit 86.5x4 bottom bracket, 31.6mm seatpost, and tire clearance up to 40mm, designed for extreme off-road and bikepacking use.
- De Rosa Titanio X Versatile titanium frame with carbon fork bridging road heritage and gravel attitude, delivering comfort, precision, and long-term durability with vibration-absorbing ride quality.
- De Rosa E-cona Revò Electric road bike featuring Polini EBIKE E-P3+ GP EVO motor, 500Wh battery offering 220km range, configurable as Road, Gravel, or City bike, with unique handcrafted white-on-black graphics on every frame.
- De Rosa TT03 Disk Aerodynamic carbon time trial bike engineered for maximum aerodynamics, reduced weight, and greater stiffness, with completely internal cable routing and continuous curvature design eliminating angular surfaces.
- De Rosa Acciaio Vintage steel bicycle collection paying tribute to iconic models produced from 1953 to early 1990s, available in champagne, red, and blue with the historic 1960-1968 logo, designed for collectors and classic bike enthusiasts.
- Giro d'Italia 2026 Limited-Edition Bike Family Limited-edition family of four Giro d'Italia 2026 bicycles (70, Idol, 838, Anima) celebrating De Rosa's official partnership with the race and 73 years of brand heritage, sold as a numbered collection.
- De Rosa Experience Paid immersive factory experience at De Rosa headquarters in Cusano Milanino including guided tour of production facility, titanium workshop, historic Butega museum, Italian coffee, and exclusive De Rosa gifts, approximately 3 hours for groups of up to 10.
- De Rosa Cycling Apparel and Accessories Branded cycling apparel and accessories including jerseys, bib shorts, hoodies, T-shirts, caps, socks, backpacks, water bottles, and lanyards sold direct-to-consumer through the De Rosa online shop.
Quantifiable outcome
- Frame weight of 730 grams for 70 model - lightest De Rosa bike ever
- +3 more outcomes
Companies that use DE ROSA
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles3 records
DE ROSA technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
DE ROSA partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered flagship, core and minor.
- PininfarinaflagshipDesign partnership with Pininfarina for flagship models including SK Pininfarina (950g carbon, ultra-lightweight and aerodynamic) and the 70 model. Pininfarina designed the 70's aerodynamic profile with offset-zero headset integration. Also handled 2019 visual identity rebranding with more modern, faster letterforms while retaining heart symbol.
- Bardiani - CSF 7 Saber (VF Group-Bardiani CSF-Faizanè)flagshipUCI ProTeam professional cycling team sponsored since 2022. Team rides De Rosa 70 DNA Blu at Spring Classics and Giro d'Italia. One of the longest-running professional cycling projects (since 1982), known for discovering young talents.
- CampagnolocoreItalian component partnership. 70 Origine Stealth features Campagnolo Record 13 groupset (2x13, 2,783g with 750km battery life). Partnership based on shared Italian heritage and generations of cycling excellence.
- ShimanocoreComponent partnership providing Dura-Ace Di2, Ultegra Di2, and 105 Di2 electronic groupsets across bike models. De Rosa offers bikes with Shimano drivetrains as standard configurations.
- SRAMcoreComponent partnership providing RED AXS and Force eTap AXS electronic groupsets. De Rosa 70 premiered the new SRAM RED AXS groupset on their most advanced bike.
- FulcrumcoreWheel partner providing Speed 42 and Wind 42 wheelsets across De Rosa models. Speed 42 used on premium builds with Dura-Ace groupset.
- RCS SportflagshipOfficial bike of Giro d'Italia 2026. Partnership includes 'Ogni Maggio' project with four limited-edition bikes (70, Idol, 838, Anima) celebrating 109th Giro, 80 years of Italian Republic, and 73 years of De Rosa. Includes Fortnite collaboration featuring 8 Giro route cities.
- ValsirminorPartnership at Giro-E event (pedal-assisted bike race following Giro route). De Rosa supports Valsir teams led by Gianni Bugno and Sonny Colbrelli.
- CuoreBlu TeamminorAmateur Gran Fondo team named after De Rosa's heart symbol and founder Ugo De Rosa's beloved blue color. Represents authentic cycling soul in Gran Fondo events throughout Italy.
- Nove25minorCollaboration for '70 ring x Nove25' - a 100 EUR (140 EUR retail) commemorative jewelry piece celebrating the 70th anniversary, sold at 100 EUR with sizes from 12-24.
Scale indicators8 records
Recent moves6 records
Expansion highlights6 records
DE ROSA competitors and assessment
Company assessmentDirect peers
- Look Cycle: French premium bicycle manufacturer founded in 1951, with comparable heritage and focus on high-end carbon road bikes, time trial bikes, and clipless pedals. Similar pricing tier and craftsmanship positioning in European premium market.
- Pinarello: Italian premium bicycle manufacturer founded in 1952, producing high-end road, gravel, and e-bikes with similar Italian craftsmanship heritage. Direct competitor in the premium road segment with strong professional racing pedigree (Ineos Grenadiers, Team Sky) and overlapping price points.
- Cervélo: Canadian premium bicycle manufacturer specializing in high-performance road, gravel, and time trial bikes. Direct competitor in the premium road segment with similar focus on aerodynamic optimization and professional cycling sponsorship (previously Team Jumbo-Visma).
- Colnago: Italian premium bicycle manufacturer founded in 1954, similar heritage to De Rosa with deep Giro d'Italia and Tour de France racing history. Directly competes in carbon road bikes with comparable Italian craftsmanship positioning and price tier (€4,000-€12,000+).
- Wilier Triestina: Italian premium bicycle manufacturer founded in 1906 in Bassano del Grappa. Competes directly in the carbon road bike segment with similar Italian craftsmanship identity and pricing structure, sponsoring Astana professional cycling team.
- Lapierre: French premium bicycle manufacturer founded in 1946, producing road, mountain, and e-bikes. Competes in similar European premium segment with overlapping professional team sponsorships and comparable Italian/French craftsmanship positioning.
- Bianchi: Iconic Italian bicycle brand founded in 1885, the oldest cycling manufacturer with similar Italian heritage positioning. Produces premium road, gravel, and e-bikes with comparable craftsmanship narrative and overlapping professional cycling sponsorships (Lidl-Trek women's team historically).
Broad incumbents
- Trek Bicycle Corporation: American global bicycle giant with broad product portfolio across road, mountain, gravel, and e-bikes. Overlaps with De Rosa in premium road segment (Project One custom program) but operates at vastly larger scale with Lidl-Trek WorldTour team and global dealer network.
- Specialized Bicycle Components: American premium bicycle and equipment manufacturer with extensive road, mountain, gravel, and e-bike portfolio. Competes in premium road segment (Tarmac, Roubaix) with similar custom build options, larger R&D budget, and broader global distribution than De Rosa.
- Scott Sports: Swiss sports equipment manufacturer producing premium road, mountain, and gravel bikes. Competes in overlapping premium segments with similar pricing structure and professional cycling heritage (Team Qhubeka), though broader portfolio than De Rosa.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
DE ROSA social profiles
Digital presenceDE ROSA financial estimates
Financial estimateRevenue estimate
Valuation estimate
DE ROSA leadership team
Management profileNumber of profiles
Profiles2 records
DE ROSA funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
DE ROSA M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about DE ROSA
What does DE ROSA do?
De Rosa designs, manufactures, and sells premium handcrafted bicycles in carbon, titanium, and steel across road, gravel, time trial, e-bike, and city categories, alongside branded cycling apparel and accessories. The company sells configurable complete bikes through its own e-commerce platform and an Italian dealer network, and offers paid De Rosa Experience factory visits and Black Label bespoke titanium frame commissions.
Is DE ROSA a public or private company?
DE ROSA is a private company. It is classified as family owned and is currently operating.
When was DE ROSA founded?
DE ROSA was founded in 1953. It employs 11 to 50 people.
Where is DE ROSA based?
DE ROSA is headquartered in Cusano Milanino, Italy, in the Europe region.
How does DE ROSA make money?
Three revenue lines are on record. Bicycle Sales are the primary driver. The others are apparel and Accessories and experiences.
Who are DE ROSA's main competitors?
Direct peers on record are Look Cycle, Pinarello, Cervélo, Colnago, Wilier Triestina, Lapierre and Bianchi. Broad incumbents are Trek Bicycle Corporation, Specialized Bicycle Components and Scott Sports.
Does DE ROSA have an API?
No public API is recorded for DE ROSA.
What industry is DE ROSA in?
DE ROSA's product category is Premium Bicycles. Its primary akta.pro industry code is IMACAOAA, E-bikes & E-cargo Bikes Manufacturing, with a secondary code of CRAMABAH, Cycling & Bike Retail (Sales, Service & Accessories). Its NAICS code is 336991 and its SIC code is 3751.