Standert, the boutique bicycle brand based in Berlin, Germany, has announced a continued expansion of its retail presence across Europe and Asia. The bike brand, which specialises in steel and aluminium road and gravel bicycles, is moving away from a purely direct-to-consumer model to partner with high-end retailers in key cities.
The expansion includes partnerships with retailers such as Via Atelier in London, UK, and Forever 1940 in Shanghai, China. According to the bike brand, these partners act as ‘cultural anchors’ within their local cycling communities.
Standert has reported significant growth in international markets recently, with sales increasing by 500% in Slovakia, 465% in Sweden, and 167% in Japan. The brand’s strategy focuses on shops that offer premium workshops for custom builds, community rides, and the ability for customers to test bikes in person.
The current network includes Govelo in Gothenburg, Sweden; MOOQ in Prague, Czech Republic; Catalina in Mallorca, Spain; Steel Cycle Works in Paris, France; and Cycle Project Store in Singapore.
Standert’s entry into the Chinese market involves a partnership with Forever Bicycles, one of the oldest bicycle brands in the country. This collaboration features a shop-in-shop concept at Forever 1940 in Shanghai, which will serve as the hub for the Standert China Club. The Shanghai location is scheduled to open officially on May 10, 2026.
Max von Senger, CEO and Co-Founder of Standert, said “It is great to see this global network develop, one where like-minded retailers are not just stocking our products, but bringing our vision to life in meaningful, authentic ways. By partnering with shops deeply embedded in their local communities and aligned with our commitment to performance and design, we’re continuing to develop immersive brand experiences.”
Tom Burton, Head of Brand Activation and Partnerships at Standert, said “It is so exciting to see this network of retailers coming together, creating authentic touchpoints that continue to bring Standert’s vision to life. By partnering with shops rooted in their local scenes and aligned with our focus on performance and design, we ensure riders can experience the brand firsthand, through premium builds, community, and real-world engagement.”
In addition to the new retail spaces, Standert is participating in Rouleur Live China and is developing exclusive merchandise specifically for the Chinese market.
Founded in 2012 as a bike shop and cafe, Standert caters to performance-oriented cyclists. It remains one of a small number of international brands focused specifically on aluminium and steel frame materials for modern racing and gravel riding.
