Bocholt, 13 August 26

BOCHOLT, GERMANY / UK – Rose Bikes is officially expanding its direct-to-consumer experience with the launch of a dedicated UK webshop. The German brand arrives with a fundamentally transformed operational setup, ensuring a seamless experience for British cyclists from click to delivery, and launching directly with its highly anticipated road series, the Shave, and the acclaimed gravel platforms, the Backroad and Backroad FF.

Rose has evolved significantly over recent years, undergoing a comprehensive transformation across all levels of the business. The company has successfully evolved from a traditional retailer into a dedicated premium bicycle brand. 

The driving force behind the UK launch is a complete systemic overhaul: by shifting its operations from individual customizing (make-to-order) to high-performance serial production, Rose has simplified the entire process from the assembly line to the British doorstep. This structural evolution optimizes logistics for British regulations and guarantees fast and reliable delivery times. Demonstrating continued revenue growth in a challenging market situation, closing the 2024/25 financial year with a record revenue of €215 million, Rose is entering the UK market stronger, more structured, and more efficient than ever.

At launch, British customers can choose from a performance-driven selection of road and gravel highlights, built on a shared technological foundation: 

Shave FF: Engineered for racing and built for the podium, the FF stands for "Fast Forward”, a promise to everyone who only knows one direction: ahead. Where form radically follows function to minimize drag, the FF series sets a new benchmark for All-in-One race bikes. The Shave FF launches in the UK with the Ultegra Di2 groupset.

Shave: The answer for those who refuse to compromise on speed during long days in the saddle. The Shave combines ergonomics with aerodynamics, pushing riders to ride faster for longer. Featuring a fully integrated carbon cockpit and a tire clearance of up to 36 mm, it is available in the UK with the 105 Di2, and Ultegra Di2 groupset. 

Backroad FF: Just as the Shave dominates the tarmac, the Backroad brings Rose's performance-driven engineering to the gravel paths. Engineered for pure speed on unpaved roads, the Backroad FF is Rose's dedicated gravel race platform. Built to meet the rigorous demands of competitive gravel racing, it combines maximum power transfer with an aerodynamically optimized geometry to conquer the fastest gravel segments.

Backroad: The Backroad brings Rose's engineering to the wilder gravel paths with a strong focus on exploration and self-sufficiency. As Rose's most versatile gravel platform, it perfectly balances an off-road optimized geometry for smooth handling with outstanding comfort for long-distance adventures and bikepacking trips. It launches in the UK with setups tailored for diverse terrain and multi-day riding: the robust Backroad AL GRX 400, the high-performance Backroad Force AXS, and the adventure-ready Backroad Unsupported. 

The competitive momentum of Rose is deeply tied to the professional peloton through a long-term development partnership with the UCI ProTeam Unibet Rose Rockets. Fresh off a successful first Grand Tour appearance at the Giro d'Italia, the team has demonstrated that the brand's platforms perform under the demanding conditions of professional racing. Importantly, this professional racing DNA is not limited to the brand's pure road bikes; it flows directly into the development of the entire product range, including the gravel models now available to the UK market.

To ensure that this German engineering is backed by reliable local support, Rose has also established a strategic partnership with a dedicated service provider in the UK. This collaboration bridges the gap for British customers, offering a direct touchpoint for assembly support, technical queries and premium after-sales services.

“The UK has one of the most vibrant cycling communities in the world, and our launch is about arriving to stay,” says Thorsten Heckrath-Rose, CEO of Rose Bikes. “By transforming our systems and processes, we have built a foundation that allows us to serve British customers with the speed and reliability they expect. We couldn't be more excited to bring our latest innovations like the Shave series alongside our Backroad and Backroad FF gravel models to British soil.”

Rose Bikes is a customer-centric bicycle brand from Bocholt (North Rhine-Westphalia), Germany, dedicated to enabling unique cycling adventures for everyone. The family-owned company focuses on its own high-quality mobility and performance bicycle products, which are developed and assembled at its headquarters and distributed throughout Europe.

As a multi-award-winning company, Rose Bikes is a leader in omnichannel retail, seamlessly connecting online and offline touchpoints for curated selection, expert advice, and premium service. The brand's extensive product and service ecosystem can be experienced online, in-store across Rose Stores in Germany (ranging from Bocholt, Cologne, Hamburg, and Berlin to Munich), in Switzerland at Lake Zurich, as well as at numerous cooperative retail partners. For inspections and repairs, Rose Bikes provides one of the most extensive networks in the industry with over 250 partner workshops available.

 

Contact Rose Bikes: 

Jannis Domek 
Project Manager Commerce 

Phone: +49 (2871) 2755 – 277 
Email: jannis.domek@rosebikes.com