Lectric eBikes launches three new brands amid sector downturn

Phoenix-based Lectric eBikes is launching three new brands—Juiced Bikes, Juiced Powersports, and Monarc—representing an investment of about $10 million toward these initiatives. This expansion in the U.S. market comes as high-profile competitors face severe financial distress. Specifically, Rad Power Bikes, which previously raised nearly $330 million in venture capital and reached a valuation of $1.65 billion, filed for Chapter 11 bankruptcy protection—a legal process for reorganization—in December. The assets of Rad Power Bikes were subsequently acquired by Life Electric Vehicles Holdings for $13.2 million.

Lectric’s ability to deploy capital during a sector downturn stems from its financial model. CEO Levi Conlow initially bootstrapped the business—funding it through internal revenue rather than venture capital—before the company secured an investment from private equity firm Bertram Capital Management in 2020. The company has since grown into a direct-to-consumer player in the U.S., shipping 150,000 units in 2025. Lectric sells its products directly through its website, which attracts 2 million to 4 million visitors depending on the month. Last month, the company recorded its largest sales month ever, selling almost 30,000 bikes. Conlow, the company’s CEO, attributes this growth to a highly focused strategy. “What we’ve learned is that Lectric cannot be everything to everyone,” Conlow said, explaining that keeping distinct brands prevents brand dilution and allows for tailored marketing and customer service.

The three new brands operate as independent entities but leverage Lectric’s supply chain, purchasing power, and back-end support. Conlow explained that he wants the brands to compete with each other, noting that they should not look, perform, or feel the same, but rather maintain a healthy competition.

• Monarc: Spun out this week as a standalone premium adventure brand, Monarc is led by industry veterans Julia Moran and Ryan Callahan. The brand has 10 employees, and its first model, the Monarc Marker, will begin shipping in July.
• Juiced Bikes: Acquired and relaunched under Lectric, Juiced Bikes shares an eight-employee team with its sister brand.
• Juiced Powersports: A new brand launched by Lectric, Juiced Powersports will ship its first e-moto in August.

By comparison, Lectric itself employs 170 people. Conlow noted that none of the brands will ever use AI for customer service, opting instead for human-led support.

Why it matters

Lectric’s strategy highlights a divergence in the U.S. e-bike market: while venture-backed firms struggle with bankruptcy, a bootstrapped, focused operator is using profitability to capture market share through brand diversification.