Circuly
Bielefeld, DE · Founded 2019 · 16 employees on LinkedIn · 5 known investors
circuly provides subscription management software built for physical, consumer-durable products, enabling brands to launch and operate Product-as-a-Service, rental, and subscription models with features like recurring billing, renewals, buyouts, returns, asset tracking, and payment recovery. It integrates with shop systems, payment providers, and logistics tools, and serves retailers and manufacturers across sectors such as bikes, furniture, eyewear, consumer electronics, and medical equipment.
Also known as circuly
Founders & leadership
Circuly was founded in 2019 by Nick Huijs.
Investors · 5
Company profile
researched Aug 2026Circuly, based in Bielefeld, Germany, sells subscription management software purpose-built for physical, consumer-durable products. The platform is positioned as the operational layer that brands need to launch, manage and scale subscription, rental and leasing business models, on the premise that conventional eCommerce shop systems, ERPs and payment systems are designed for one-way sales rather than for products that are returned, swapped or modified during a contract term.
The product covers the full subscription lifecycle: recurring billing and invoicing, product and asset tracking across the subscription lifecycle, return and end-of-contract workflow automation, fraud prevention including identity checks, dunning and debt collection, customer lifecycle management and data insights, handling of extensions, swaps and buyouts, and localisation features such as custom taxes, payment methods and shipping for new markets. In February 2025 the company added a Retailer Portal and Point of Sales module. Alongside software, circuly offers advisory support covering customer journey mapping, business concept and model setup, tech stack and integration practices, and introductions to logistics, financing and insurance partners.
Circuly describes itself as industry-agnostic across physical products, with named customer use cases spanning bike and mobility subscriptions (Decathlon, Riese & Müller, Egret, TIER long-term rental), baby and kids goods (Strollme, Bugaboo lease, Tribu Box), sports equipment try-before-buy (Paceheads), medical equipment and devices (med4rent, Pulse4all AED subscriptions), cars (Electric Runner Tesla subscription), furniture (Homebound, Cohabit), consumer electronics (Yuno), musical instruments (Soundoo), fashion rental (Wild West Social House) and consumable subscribe-and-save models (Happy Coffee, Club Espresso).
Business model
Circuly provides software to brands and retailers operating subscription, rental and leasing offerings for physical products, connecting to a customer's existing storefront and payment service provider rather than replacing them. It is offered with a 14-day free trial that requires no integration, and prospects are onboarded through demo access and sales-led demo calls. The software engagement is paired with consulting-style guidance on business model setup and team training.
Traction
The website states circuly powers subscription brands in 18 industries and 17 countries across five continents, and names customers including Decathlon, TIER, Bugaboo, Riese & Müller, Stokke, Strollme, Paceheads, med4rent, Electric Runner, Yuno, Homebound and others. A Decathlon bike rental offering powered by circuly launched on 6 November 2025.
Latest developments
In February 2025 circuly launched a Retailer Portal and Point of Sales feature. On 6 November 2025 a Decathlon long-term bike rental offering powered by circuly went live. The company plans to attend the Circular Valley Convention on 11 March 2026.
▸Full profile — market position, technology, go-to-market, geography
Market position
Positions itself as infrastructure for subscription and rental commerce that shop systems, ERPs and payment platforms do not address, and states it powers subscription brands in 18 industries and 17 countries across 5 continents.
Technology
A subscription management platform for physical goods covering recurring billing and invoicing with flexible billing logic, product and asset tracking, automated return and end-of-contract workflows, native dunning and debt collection, fraud prevention and identity checks, customer lifecycle management, automation of extensions, swaps and buyouts, and localisation of taxes, payment methods and shipping. It integrates with a customer's existing shop system and payment service provider, and includes a Retailer Portal and Point of Sales capability launched in February 2025.
Go-to-market
Sales-led motion built around booking demo calls and a 14-day self-serve demo/trial that requires no integration, supported by published customer case studies and testimonials from brands such as TIER, Bugaboo, Stokke and Nomadi. The company also markets through industry events, including a planned presence at the Circular Valley Convention on 11 March 2026.
Brands, retailers and manufacturers that want to turn durable physical products into recurring-revenue subscriptions, both companies launching a first subscription offering and existing subscription businesses that have outgrown spreadsheets, Airtable or an earlier tool. Stated industries include kids' and baby goods, bikes, scooters and mobility, consumer electronics and appliances, medical equipment and devices, cars and automotive, and office and home furniture.
Geography
Headquartered in Bielefeld, Germany, with customers reported in 17 countries across five continents; the website also serves Spanish-language calls to action.
Compiled by commissioned research from 1 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Competitors · 10
by search overlap
Companies competing with Circuly for the same Google search keywords, organic and paid, via search-intersection analysis.
Timeline · 2
launches, deals, and filingsDecathlon launched a long-term bike rental offering running on circuly's subscription management software.
circuly released a Retailer Portal and Point of Sales solution as a new feature of its subscription management platform.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
▸Research sources · 1
primary sources listed
- Circulycirculy.io · web
1 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Circuly do?
- Circuly is a subscription management software platform for launching and scaling Product-as-a-Service and rental models for physical goods.
- Who founded Circuly?
- Circuly was founded by Nick Huijs in 2019.
- Who are Circuly's investors?
- Circuly's investors include DEPO Ventures, Venista Ventures, GateCap Ventures, Enjoyventure Management, neoteq ventures.
- Where is Circuly headquartered?
- Circuly is headquartered in Bielefeld, DE.