The growth of online multi-brand bikewear retailers

February 2021

The race to be the leading online multi-brand retailer is heating up. Check out which online multi-brand bikewear retailers gained the biggest following on Instagram.

As consumers turn in droves to online shopping, multi-brand online retailers are gaining traction. Partnering with multi-brand sites can offer greater exposure and access to a larger potential consumer base with nationwide or even global distribution channels.

Universal Colours in-house brand at Sigma Sports, image source Sigma Sports

LTP Group’s social media (SoMe) analysis shows which multi-brand bike sites have the biggest social exposure. Below you can find best performing online multi-brand bikewear retailers (Instagram) in 2021:

#10 Merlin cycles, United Kingdom, founded in 1993 – 14.900 followers

Merlin Cycles are one of the longest established online bike shop and mail order specialist in operation in the UK today.

Image source: Merlin cycles

#9 Rouleur, United Kingdom, founded in 2006 – 15.900 followers

Rouleur, after becoming one of the world’s finest road cycling journal, grew into online Rouleur Emporium to satisfy the hunger for more. Now, the Emporium has grown significantly and offers the very best cycling products, exclusively curated for on the bike, off the bike and for your home.

Image source: Rouleur

#8 Jenson USA, USA, founded in 1994 – 29.000 followers

Jenson USA is one of the original online bike shops and has been selling complete bikes, bicycle parts and accessories on the internet since 1996.

Image source: Jenson USA

#7 Probikeshop, France, founded in 2005 – 33.900 followers

Founded in 2005, Probikeshop is the French leader and major European player in the online sale of bicycles, accessories and spare parts. Covering the worlds of MTB, BMX and road cycling, it currently offers over 55,000 products and more than 550 top brands.

Image source: Probikeshop

#6 Bike components, Germany, founded in 1997 – 39.300 followers

Bike-components is an online retailer for bicycle parts and accessories. The retailers offers high-quality bicycle parts and accessories for MTB, Road, City & Touring and E-bikes. We stock over 55000 products from over 300 bicycle brands.

Image source: Bike-components

#5 Alltricks, France, founded in 2008 – 41.000 followers

Alltricks is the internet specialist in bicycle distribution, bicycle and mountain bike parts, running equipment, and more, offering to athletes a complete selection of high-quality lifestyle products. The Alltricks website boasts over 500 brands in stock that are among the best in the world: Shimano, Sram, RockShox, Mavic, Campagnolo, Selle Italia, Fizik, Michelin, Maxxis, Hutchinson, Schwalbe, etc.

Image source: Alltricks

#4 Wiggle, United Kingdom, founded in 1999 – 72.000 followers

Wiggle is a European online sports retailer, selling cycle, run, swim and outdoor equipment and apparel. It is based in Portsmouth, England. The company is part of the WiggleCRC group, which also includes Chain Reaction Cycles.

Image source: Wiggle

#3 Sigma Sports, United Kingdom, founded in 1991 – 85.900 followers

Founded in 1992 by Ian Whittingham and Jason Turner, Sigma Sports has become synonymous with road cycling and triathlon performance. With a culture geared towards delivering the best possible experience to the customer, whether that be online or in-store, Sigma Sports boasts many cycling and triathlon's most highly regarded brands.

Universal Colours in-house brand at Sigma Sports. Image source: Sigma Sports

#2 Glory Cycles, USA, founded in 2001 – 121.000 followers

Online since 2001, Glory Cycles is a multi-channel merchant specializing in road racing bicycles, components and apparel.

Image source: Glory cycles

#1 Chain Reaction Cycles, Northern Ireland, 1984 – 162.000 followers

Following its business merger with Wiggle Chain Reaction Cycles is now the world’s largest online bike store, shipping thousands of bikes, components, clothing and accessories to over 115 countries daily and drawing more than 2.9 million unique website visitors per month.

Image source: Chain Reaction Cycles

The LTP Group’s social media (SoMe) analysis places Chain Reaction Cycles in the top spot for social exposure amongst other multi-brand bike sites with 162.000 Instagram followers.

The analysis can help new brands to choose the right partner to gain greater credibility and name recognition stocking on larger multi-brand platforms whilst also reducing new market entry costs. For more details read the article: The Future King’s Of The Sport Market

Below you can find a complete list of the most followed online multi-brand bikewear retailers.

TOP 20 most followed online multi-brand bikewear retailers. Image source: LTP Group

Feel free to contact CCO Alex Ingildsen -, if you want to be informed about the rating of your outdoor apparel brand. Please also feel free to reach out, if you feel like we are missing any brands.

About LTP

LTP is a Danish owned garment manufacturer for +60 premium brands within active sportswear, outdoor, athleisure and sustainable fashion. LTP was established in 1991, and is probably the biggest Sport & Outdoor garment manufacturer in Europe with Bluesign & GOTS setups in Lithuania, Belarus, Ukraine and Vietnam

LTP consists of two divisions; LTP Garment and LTP Contract Furniture producing in nine fully-owned factories.