VELLO, the company behind the award-winning, ultralight, folding e-bike VELLO Bike+ has announced a change of structure in the UK heading into 2023 as it brings distribution back in house. VELLO will work directly with an increased number of retailers, supplying its range of standard and electric folding bikes, as well as its new SUB e-Cargo Bike.

The strategic pivot sees VELLO follow what’s already proven to be a successful go-to-market strategy in both DACH and French territories for the brand whereby sales have grown year-on-year. The full range of bikes will be made available to selected retail partners via a smart online portal which allows them to control and process orders for UK shipping.

VELLO co-founder Valerie Wolff explains: “The UK presents a very exciting growth market for our brand and one where we are ready to build on market share as we already have done in other countries in Europe over the past several years. We’ve taken a reserved approach in this territory to date but we’re ready to react now to the increasing demand for electric bikes, especially in the e-Cargo sector with our hugely exciting new SUB.”

VELLO Bike+ EBike

The innovative brand recently launched their latest model to the range, the Smart Utility Bike, or SUB, which is an incredibly low weight, minimalist and versatile electric cargo bike. Weighing just 24kg for the titanium model or 28kg in chromoly steel, the SUB is able to take a total system load of 210kg, making it a viable replacement for the car. While its standard bike length (180cm) means that it can still be taken on the train too.

New for 2023 is an exciting version of the VELLO Bike+, the brand’s most popular bike in the range due to its innovative fold and self-charging capability thanks to an in-built KERS system.

A proprietary B2B ordering system facilitates easy transactions for retailers, with long payment terms and low minimum order quantities. Based in Vienna, Austria, VELLO will continue to build its marketing activity in the UK to support retailers and growth, including regional-specific activations and exhibition attendance too.

Retailers interested in speaking with the VELLO team to discover more about the range and stocking bikes should contact email

As covered by BikeBiz.
As covered by Cycling Industry News.