Another big seller went bankrupt! Amazon store has been cleared out

The e-bike industry seems to be experiencing a mixture of ice and fire.

Some people say the market is not doing well: because consumer demand is saturated, inventory is starting to pile up, and there is no profit margin;

Some people say that the market is just right: because many domestic brands have become popular overseas, made money, and raised funds.

No matter what anyone says, one thing is for sure: things are not going well for Juiced Bikes in San Diego.

After nearly 15 years of establishment , the industry's old and famous brand has come to an end

Juiced Bikes was founded in 2009 by former American Olympic high jumper Tora Harris. Formerly known as Juiced Riders, it is one of the oldest and continuously operating electric bicycle brands in the United States. As a D2C electric bicycle company, news came out in 2022 that it had reached a strategic cooperation with Emma.

At the same time, Juiced Bikes was also one of the first companies in the United States to launch electric cargo and utility electric bicycles. Its ODK was launched ten years before RadRunner (another major E-bike brand in the United States).

At its peak, Juiced Bikes was known in North America for producing powerful, high-performance electric bicycles, with product types covering a variety of scenarios from commuting to adventure.

An old-timer who has been in the E-bike industry for more than a decade said, “When I entered the electric bicycle field in 2010, Juiced was already a major player in the industry.”

In addition, data shows that Juiced Bikes has more than 100,000 customers and more than 350,000 email subscribers; and it also has considerable influence on mainstream social media platforms such as TikTok, YouTube, Instagram and Facebook, and this influence is still increasing.

Even so, the industry giant eventually fell.

The first person to notice this was a consumer of Juiced Bikes, who posted on social media that "Juiced Out of Business" and attached a screenshot.

(Photo source: Netizen social media platform)

According to the information on the screenshot, the company responsible for the auction stated that this was an expedited auction and all assets of Juiced Bikes, including trademark brands, patents, existing product lines, customer lists and social accounts, URLs and customer service phone numbers, electric bicycles and parts inventory, as well as the US headquarters and China R&D center were included in the auction.

The consumer also mentioned, "It looks like this is the end of Juiced, hopefully the new owner can save the brand."

As soon as this news came out, many fans of the brand sighed:

“The end of an era”;

“What a shame…I love both my bikes and have recommended them to many people”;

“Me too…hope they (the new owners) can save the brand”;

"What a shame, I was planning on buying their RipRacer ... ";

"Sadly, I love both of my Juiced bikes .... bad performance in business does not mean there is a quality issue with their products ".

The official website is out of stock, and the Amazon store has also been cleared out

However, more users are still mourning for the products they did not receive :

“I bought a new monitor, can anyone tell me what to do (to get a refund)? Call the credit card company?”

"They have my rear tire, wheels, motor... I want them back ... "

“$100 wasted on a Rip Racer Rack that will never come true ”

"Let's crowdfund it. Once Juiced Bikes pays me back the $33 they owe me, I'll put my money in."

"Ordered bikes for $2,000 in July, kept getting delayed notifications in September, then cancelled the order... Filed a dispute with bank ... Under the circumstances, it feels like a scam for (the company) to accept the order. "

Judging from the reactions of many users, Juiced Bikes has basically stopped responding to customer service requests.

In addition, an informed netizen said that Juiced Bikes’ debt situation does not seem optimistic, “it owes more than 8 million US dollars to one of its suppliers in China alone.”

However, many users still expressed the hope that the new owner could do something to save the brand. After all, many users are worried about how they will purchase accessories such as batteries.

One netizen suggested, "For those who are worried, alternatives can be found online; for example, Alibaba or AliExpress, where I have seen accessories similar to Juiced."

On Juiced Bikes’ own official website, all products, whether complete bikes or parts, are currently displayed as “sold out, out of stock”; its Amazon store is also now cleared of all merchandise.

(Image source: Juiced Bikes Amazon store)

The auction of Juiced Bikes has now come to an end, with the final price being $1.225 million. It seems to have taken only about a week from the news breaking to the auction being completed.

Some North American industry insiders believe that "at this price, it is highly likely that some investment institutions or other electric bicycle companies have already stepped in and acquired the brand and assets of Juiced Bikes."

The industry insider believes that in addition to Juiced Bikes' existing inventory valued at hundreds of thousands of dollars, its brand's strong reputation in the industry for nearly 15 years is of immeasurable value.

After the reshuffle, the industry may see a recovery

It is worth noting that Juiced Bikes is not the only E-bike giant that has collapsed in the past two years .

Last year, electric bicycle companies such as SONDORS in the United States and VanMoof in Europe also went bankrupt one after another, and another equally famous E-bike company FUELL has recently fallen into a bankruptcy crisis.

According to reports, FUELL has now entered bankruptcy proceedings and is no longer able to pay the labor costs and other service fees required for assembly and transportation workers.

The difficulties faced by these companies are a microcosm of the many E-bike companies.

During the epidemic, due to the reduction in travel and entertainment options, people began to turn to outdoor activities; coupled with the general search for alternative modes of travel to public transportation, this industry has ushered in rapid development.

However, as the epidemic recovered, people's demand for related products began to slow down, and corporate inventories began to increase, causing the market to become saturated. At the same time, in order to clear inventory, many brands and retailers had to squeeze profits and offer consumers large discounts. As a result, many E-bike companies entered a "cold winter."

Fortunately, although the road is tortuous, the future is bright.

An industry report jointly released by the well-known investment bank Houlihan Lokey and the global management consulting firm Kearney shows that although the current major problem in the industry is still to reduce the large amount of inventory on the market, the report predicts that inventory will be able to return to a roughly normal level by the end of this year.

As inventory levels gradually normalize, companies will enter 2025 with more balanced operations . 68% of executives surveyed are positive about medium-term profits. 2026 and 2027 will be key years for increased M&A activity and investment opportunities, marking further progress in the industry's recovery .

Some industry insiders speculate that the fact that Juiced Bikes was successfully auctioned in such a short period of time confirms the predictions of the Houlihan Lokey and Kearney report.

Although the legend of Juiced Bikes has come to an end for the time being , the E-bike industry is still moving forward. With the reshuffle and recovery of the industry, as well as the outstanding performance of many Chinese E-bike brands going overseas, I believe that the global E-bike industry will be rejuvenated with new vitality.

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