Vanmoof

VanMoof is a bicycle manufacturer headquartered in Amsterdam, Netherlands, whose name is a Dutch play on the word "move". Founded in 2009 with a line of traditional city bikes, the company later moved exclusively to electric bikes. Its bikes were produced in Taiwan and sold in 32 countries, supported by flagship stores in cities including Amsterdam, Berlin, Paris, London, Tokyo and New York, plus service hubs and a planned "Bike Doctor Network" of mobile technicians.

The product line began with the No. 3 (2009) and Model No. 5 (2010), followed by the No. 6 and Swaggerwagon in 2011. VanMoof launched its first e-bike, the VanMoof 10 Electrified, in 2014, with a GPS tracker, automatic 2-speed transmission and an in-frame battery. Later models included the Electrified S (2016), S2/X2 (2018), S3/X3 (2020), S5/A5 (2022) and the lower-tech S4/X4 announced in May 2023. From the S2 onward, models included anti-theft technology that locks the wheel and sounds an alarm when moved, and a SIM card allowing location retrieval; the company also employed "bike hunters" to recover stolen bikes. S3 and X3 bikes became compatible with Apple's Find My app.

After reports of financial distress and a halt to online sales on 29 June 2023, a Dutch court granted creditor protection on 12 July 2023 and appointed administrators; the Dutch entities were declared bankrupt on 17 July 2023, with creditors owed €143.8 million. UK liquidation followed on 3 August 2023, Germany on 15 August 2023, and a Chapter 15 filing in New York on 19 August 2023. On 31 August 2023, McLaren Applied chairman Nick Fry announced that Lavoie, the company's electric scooter unit, would buy VanMoof for "tens of millions" of pounds; the court-appointed trustees confirmed the sale.

Founding story

VanMoof was founded in May 2009 in Amsterdam by Dutch brothers Taco and Ties Carlier. Taco studied industrial design engineering at Delft University of Technology and Ties trained as an auto mechanic; their stated aim was to reinvent the city bike as "a smart bike with sex appeal" that could serve as an alternative to status symbols such as cars. Designer Sjoerd Smit, hired in 2008, created the first models; his first prototype was a single-speed city bike with an aluminium frame, two LED lights, a leather saddle and a frame-integrated lock. Smit initially sold the design, the 'MOOF', in 2009 through New York design brand Areaware, and later that year it became VanMoof's first model, the No. 3.

Business model

VanMoof operated as a fully integrated, end-to-end company, taking ownership of design, production, sales and after-sales service rather than relying purely on distribution partners. Rather than depending exclusively on off-the-shelf parts, it worked with a small set of suppliers to manufacture custom components, cutting out intermediaries to reduce costs. Bikes were sold online and through company-operated flagship stores, with service delivered via dedicated service hubs and a mobile "Bike Doctor Network". Coverage also referenced a subscription model as part of the brand's assets.

Revenue came primarily from sales of premium e-bikes and accessories, sold direct online and through VanMoof-branded retail stores, alongside after-sales service; recent S3 and X3 models were priced at $2,298 or €2,198. Sales were reported at $12 million in 2018 and nearly $48 million in 2019.

Traction

Around 10,000 bikes sold worldwide in 2012; sales of $12 million in 2018 rising to nearly $48 million in 2019. In 2021 the company reported 150,000 riders (later stated as almost 200,000 bikes on the road), retail stores and service hubs in 50 cities, sales in 32 countries, and a stated goal of getting 10 million people on its bikes within five years. The United States was described as its fastest-growing market.

Latest developments

Online sales stopped on 29 June 2023; a Dutch court granted creditor protection on 12 July 2023 and the main Dutch entities were declared bankrupt on 17 July 2023, with €143.8 million owed to creditors. Bids came from parties reported to include KKR/Accell Group, Trek, Giant and micromobility.com. UK liquidation followed on 3 August, Germany on 15 August, and a Chapter 15 filing in New York on 19 August 2023. On 31 August 2023 Lavoie, the e-scooter unit of McLaren Applied, was announced as the buyer for "tens of millions" of pounds. VanMoof continues to operate a help centre, service partner network, app and an S6 series, with reservations for S6-series bikes.