Bocholt, 18 March 26

The bicycle brand Rose Bikes has closed the 2024/25 financial year with a turnover of 215 million euros. This represents a two per cent increase on the previous year, whilst the family-run business has also significantly improved its profitability. Rose Bikes is thus holding its own in a bicycle industry that remains challenging, characterised by consumer caution and signs of market saturation, particularly in price-driven high-volume segments.

Turnover in Rose’s bike segment rose by seven per cent compared with the 2023/24 financial year, once again outpacing overall turnover growth. The bike segment continues to be a key driver of the overall business. The company recorded strong demand, particularly in the gravel and road bike sectors. Modern platforms, technological advancements and rapid product development are strengthening the company’s competitive position in these segments.

The key factor behind the stable sales performance is the brand’s continuous development. Rose Bikes is able to further expand its reach and community, not least through the ‘Rose Circle’ community, which engages customers more closely and fosters long-term brand loyalty. Another key element of the brand strategy is its involvement in professional cycling. 

With the Unibet Rose Rockets team, the brand is once again represented in international racing. The sporting successes of Bas Tietema’s team, including victory at the season-opening Clasica Comunitat Valenciana and a wildcard entry for the 2026 Giro d’Italia, are raising the brand’s international profile and underlining the performance-oriented nature of its product platforms. At the same time, the sponsorship provides authentic access to the community and strengthens the brand’s credibility within its core sporting segment.

At an operational level, efficiency gains are being targeted. A modernised IT infrastructure, the introduction of a new ERP system and more integrated logistics processes are improving transparency and control throughout the entire value chain. Initial AI-supported applications are also assisting with planning and process optimisation.

At the same time, stock management is being systematically optimised. Lower capital tied up in stock reduces pressure to sell and enables a more stable pricing strategy with fewer discount-driven sales. The service partner network now comprises over 200 partner workshops and strengthens the nationwide service infrastructure. This enhances customer proximity and increases reliability in the after-sales sector.

“The market is undergoing a period of realignment. It is crucial to operate with sound structures, consistently focus on demand and think long-term,” says Managing Director Thorsten Heckrath-Rose. “We have laid the foundations for this in recent years: with in-house product development and assembly at our Bocholt site, strong local value creation, and an omnichannel sales strategy combining digital channels and stores in Germany’s metropolitan regions.”

For the current financial year, the family-run business is forecasting a moderate increase in turnover to around 230 million euros.

Rose Bikes is a customer-focused cycling brand based in Bocholt (North Rhine-Westphalia) that is dedicated to enabling people to enjoy unique cycling adventures. This family-run business focuses on its own high-quality mobility and performance cycling products, which are developed, assembled and distributed throughout Europe from its headquarters. The multi-award-winning company is a leader in omnichannel retail, combining online and offline touchpoints in terms of product curation, advice and service. Its wide range of products and services can be experienced online and in-store at Rose Stores across Germany – from Bocholt via Cologne, Hamburg and Berlin to Munich – as well as in Switzerland on Lake Zurich and in numerous partner shops. For inspections and repairs, Rose Bikes offers one of the most extensive networks, comprising over 270 partner workshops.