Electra make unisex bikes, but a large chunk of their sales go to women.
The bikes are unashamedly loud, unblushingly stylish and brazen in their appreciation of all things beautiful. They’re the antidote to any ideas that cycling has to be all about performance and never about pretty things – and that appeals to a large audience that’s crying out for bikes that are just fun – to look at and to ride.
Electra bikes formed in the early 90s, and received a huge vote of confidence from American giant Trek when the brand acquired them in 2014.
The move caused quite a stir – Electra, the Californians who make cruiser style bicycles for easy ambles around town, bought by the makers of exquisite, peloton ready race machines. However, what Electra offer is a whole different approach to riding: one that’s about comfort, control, easy cruising, and accessibility. Trek wanted a piece of all of that and they allowed Electra to continue to operate as normal, whilst offering them use of their supply chain and resources to grow the brand.