Estarli investment round to see brand expand into retail

Estarli, an electric bike brand that until now has traded consumer-direct, has completed an investment round that will drive a broadened scope for the brand, most notably with the expansion into bike retail partners.

Founded in 2020 by the Francis brothers, the Hertfordshire business has already had a concession store appearance in Selfridges and has apparently had a string of approaches by bike stores wishing to partner with the label.

As an aside to a broader supply, Estarli will relocate into a larger factory in Berkhamstead where a broader range of product will begin to roll off the assembly line. This, we’re told, means the label is to move beyond the folding bikes that it has become known for and deeper into a range of hybrid electric bikes, as well as a “competitive” gravel platform.

Former software engineer, Alex Francis, said: “We are a bit of an industry anomaly. Most bike companies release a new model each year in Spring. We believe in iterating. It’s how we worked during my programming career and I think it suits bike development because it allows us to react quickly to feedback and behavioral change.

“We spent our first year selling online. More and more independent bike shops started approaching us because they loved the brand and because we used universal parts – something that makes the after-sales relationship between customers and retail outlets easier,” said Alex. “When we began working with a range of shops, the kind of feedback we received differed from what online customers had previously shared. It was invaluable and it played into our agile model. There is no doubt in our minds it helped us improve”.

Notable backers participating in the investment round include serial investor and experienced Chairman, Lord Mervyn Davies, who said “Estarli is an exciting business in a very interesting part of the economy with high growth prospects. Delighted to join the journey.”

Potential stockists may contact the label by email here.

Related: In other dealer direct news, last week Pembree announced that it would cease a distribution partnership with Raleigh in order to pursue a direct trading relationship with shops.