Standert, the boutique bicycle brand hailing from Berlin, specialising in steel and aluminium bikes, has announced continued retailer expansion across key markets. From Via Atelier in London to Forever 1940 in Shanghai, Standert will be present across a range of high end, boutique retailers situated in key cities across Europe and China.
Greetings from Berlin (London, Gothenburg, Prague, Shanghai…)
With Standert historically being a direct to consumer brand, this shift to be present in more retailers across the globe is a significant move for the brand.
Despite experiencing strong overall growth, driven by a recent sales surge across countries such as Slovakia (+500%), Sweden (+465%) and Japan (+167%), Standert’s move to partner with retailers highlights the ever growing need for brands to interact with cycling communities around the globe, and how retailers are an essential strategic partner to achieving this.
Adding A Touch Of Berlin To Your Local Cycling Scene
Standert is partnering with retailers who are deeply rooted in their local cycling community and who understand the brand’s ethos – where performance meets design. Each partner operates a premium, fully equipped workshop capable of delivering custom builds, as well as the ability to host community rides and events. The ability to test Standert bikes at these key global touchpoints will also be important, giving customers the opportunity to experience the brand’s vision firsthand, far beyond what can be conveyed through a digital screen.
Current Partnership Network & Services
Throughout 2025 and 2026, Standert have focused on strengthening their global presence by partnering with like-minded shops, including Govelo in Sweden, MOOQ in the Czech Republic, Catalina in Mallorca, and Forever 1940 in China.
Retailers have been strategically chosen, acting as key hubs where international cyclists can experience Standert in some of the world’s most iconic cities and cycling locations. Across these locations, partners actively foster community through local ride programs, offer on-site test bikes, and are currently developing events for the 2026 and 2027 seasons.
Standert’s venture into China is a significant move, partnering with one of the oldest bicycle brands in China – Forever Bicycles. This collaboration goes beyond Shanghai, forming the foundation of a wider distribution network across China.
At the center of this partnership is Forever 1940, Forever Bicycles’ design-led cycling space in Shanghai, which will become the home of the Standert China Club. The partnership introduces a dedicated shop-in-shop concept, creating a fully branded Standert space rather than a standard retail presence. The Shanghai location will officially open on May 10th with a program of events and exclusive launches.
Standert’s venture into China doesn’t stop there, with the brand also participating in Rouleur Live China and developing exclusive merchandise for the market.
Max Von Senger, CEO and Co-Founder 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. This retailer focused approach ensures that every rider can connect with Standert firsthand, through exceptional custom builds and a shared culture that defines who we are and where we’re going.”
Tom Burton, Head of Brand Activation and Partnerships 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.”
