Lectric eBikes, a Phoenix, Arizona-based firm identified for its sensible and inexpensive XP collection electrical bikes, has launched three new manufacturers thus far this yr — a Juiced Bikes relaunch, a brand new Juiced Powersports model, and now a premium journey model referred to as Monarc — an growth technique that runs counter to the wave of bankruptcies which have plagued the sector.
Collectively, Lectric has put about $10 million towards these initiatives, CEO Levi Conlow informed TechCrunch.
“Others is perhaps pulling again, or elevating cash, we’re truly deploying and investing into initiatives like this,” he mentioned. “I truly don’t suppose the market is saturated proper now; Lectric final month had its largest gross sales month in our firm’s existence and we offered virtually 30,000 bikes. I’m unsure anyone has executed that earlier than, even at like peak COVID.”
It might look like an odd time to launch an e-bike model, not to mention three.
Up to now two years a slew of e-bike firms have filed for chapter, shut down, or withered till they had been snapped up by bigger firms. Rad Energy Bikes, the buzzy electrical bike firm that raised practically $330 million in enterprise capital, was maybe the highest-profile collapse. The corporate, as soon as valued at $1.65 billion, filed for Chapter 11 bankruptcy protection in December. Its belongings had been acquired by Life Electrical Automobiles Holdings for $13.2 million.
“To me, it’s simply opened it up,” Conlow mentioned of the market after itemizing a dozen firms that had folded or left the U.S. market. “I feel the market truly lacks lots of worthy competitors proper now.”
The contrarian guess has a contrarian backstory. Conlow and co-founder Robby Deziel by no means raised enterprise capital, as a substitute bootstrapping the enterprise, which they based seven years in the past as childhood associates, earlier than taking an funding from non-public fairness agency Bertram Capital Administration in 2020. What began as a scrappy startup is now one of many top-selling direct-to-consumer e-bike firms within the U.S., delivery 150,000 items in 2025.
The playbook — bootstrap, keep worthwhile, let better-funded rivals implode, then broaden — is one which founders throughout {hardware} classes would possibly discover instructive. However Conlow is cautious about how Lectric grows. Making an attempt to promote e-bikes for each sort of buyer dangers diluting the model, he mentioned.
“What we’ve discovered is that Lectric can’t be every thing to everybody,” he mentioned, earlier than pointing to its broad product lineup, which incorporates folding bikes and an electrical tricycle. The corporate sells 90% of its merchandise direct to shoppers by means of its web site, which, relying on the month, attracts 2 million to 4 million guests.
The answer is to maintain the manufacturers separate or danger dilution. That includes a Juiced Bikes mannequin prominently on the Lectric homepage, as an example, would possibly pull consideration away from Lectric’s best-selling XP Sequence, sending the mistaken sign to the mistaken buyer.
“You might want to be much more intentional, and once you’re extra centered, you’ll be able to go actually deep into that vertical; you can also make customer support, branding, and advertising and marketing particular to that product and that firm,” he mentioned.
That’s what Lectric has executed with Juiced Bikes, Juiced Powersports — which is able to ship its first e-moto in August — and Monarc. Juiced Bikes was acquired by Lectric in 2025 and relaunched final month, whereas Monarc, which began as a skunkworks undertaking inside Lectric, spun out this week as a standalone model primarily based in Minnesota, led by trade vets Julia Moran and Ryan Callahan.
Every model has its personal product engineering and growth, branding, advertising and marketing, and customer support groups. Conlow takes this separation a step additional, noting he even needs the manufacturers to compete with one another.
“We don’t need three manufacturers that find yourself wanting and performing the identical or feeling the identical. There ought to be wholesome competitors between [them],” he mentioned.
Monarc is leaning on its premium journey life-style options and customer support technique that features a five-year guarantee and cellphone help with actual people. (Conlow was fast to notice that none of its manufacturers will ever use AI for customer support.)
Monarc’s first e-bike, an all-terrain path electrical bike referred to as the Marker, will come normal with two LG 48-volt 15Ah batteries — an providing that’s uncommon within the e-bike sector — that present 720 watt-hours every and are UL 2271 licensed. The batteries additionally include a 5-amp quick charger. The Marker, which is able to start delivery to clients in July, is kitted out with different premium options like a Bafang motor, Shimano drivetrain, and a 3.5-inch shade touchscreen that may sync with different equipment like rearview radar and sensible helmets.
Monarc and the 2 Juiced manufacturers are small, with 10 and eight workers, respectively, although they’re anticipated to broaden. Lectric itself has 170 workers. The manufacturers function independently however leverage Lectric’s provide chain, buying energy, and back-end help.
Whether or not Lectric will proceed to launch new unbiased manufacturers is an open query. Conlow saved the prospect open: “We proceed to discover and maintain our eyes open.” However he isn’t in any rush. “We now have made our plate very full, and we’re going to remain centered on this.”
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