Are you a bicycle retailer interested in becoming a STOER dealer? If so, you’ll build out a cargo bike portfolio with a brand developed in the Netherlands, including test ride models, service support, and access to a growing market segment. Simply express your interest through the STOER dealer team, after which you’ll discuss the terms, margins, and delivery times.
Demand for electric cargo bikes and fat bikes has been growing for years, yet many specialty bike shops still don’t carry a wide selection of cargo bikes. That’s exactly where your opportunity lies. Below, you’ll learn what it means to be an STOER dealer, how big the market is, and how to sign up.
What does becoming an STOER dealer mean for bicycle retailers?
Becoming a STOER dealer means selling STOER models such as the CargoX, CityX, and UrbanX at your store, offering test rides to customers, and providing service. STOER Bikes is a Dutch brand (founded in 2022) that develops and manufactures its bicycles in the Netherlands.
This gives you a complete range of cargo bikes and e-bikes at your fingertips, from a compact city bike to the CargoX: the cargo bike that STOER positions as the “SUV” of cargo bikes. This allows you to fill a gap in your showroom without having to build a brand from scratch yourself.
“We’re looking for dealers who truly want to advise customers and aren’t just interested in moving boxes,” says the STOER dealer team. The quality of advice and after-sales service carries just as much weight in the selection process as location. View the full Bicycle Selection to see which models are a good fit for your customer base.
How big will the cargo bike market be in 2026?
The cargo bike market is growing rapidly: electric cargo bikes and e-bikes now account for the largest revenue segment in the bicycle industry. In the Netherlands, e-bikes have accounted for the largest share of total bicycle sales in recent years, according to figures from the RAI Association and BOVAG (2023).
Demand continues to rise at the European level as well. In its market reports (2023), the industry association CONEBI notes a structural shift toward electric bicycles and cargo bikes, driven by urbanization and municipal policies.
For you as an entrepreneur, this means that cargo bikes aren’t just a passing fad, but a lasting market segment with high purchase value per customer. Moreover, the introduction of zero-emission zones in dozens of cities starting in 2026 is accelerating demand from entrepreneurs for commercial cargo bikes such as the CargoX Business.
What are the benefits of becoming a STOER dealer?
The STOER dealership combines a unique product with practical support for your store. The table below lists the key benefits so you can quickly see what you’re getting.
| Advantage | What It Means for You |
|---|---|
| Dutch brand (2022) | Short supply chains, CE-certified bicycles, and Dutch manufacturing as selling points |
| Complete product line | Cargo bike (CargoX), city bike (CityX), and fat bike (UrbanX) under one brand |
| Strong technical skills | 92 Nm of torque, range of up to 80 km, Gates CDX belt, and Tektro hydraulic brakes |
| Test Drive Models | Let customers experience how stable the vehicle is when fully loaded with 100 kg |
| After-Sales & Warranty | Maintenance and warranty claims processing with support from STOER |
In addition, the CargoX features a dual seatbelt system, front suspension, and LED daytime running lights. This makes it a compelling safety proposition for urban families—and thus a strong selling point in your showroom.
What requirements must you meet as an STOER dealer?
STOER selects dealers based on expertise, service capabilities, and presentation—not just sales potential. You don’t have to be a large chain; a strong local bicycle shop is also a good fit, as long as you can provide expert advice to customers and perform maintenance.
Broadly speaking, STOER considers the following points:
- A physical showroom or retail location where customers can view and test ride bicycles
- A repair shop or service partner for e-bike maintenance and belt drive systems
- Space to park test drive vehicles and allow them to be driven safely
- Knowledge of electric drivetrains, braking systems, and batteries
- Willingness to present the brand correctly (correct name, specifications, and positioning)
Not sure if your location is suitable? Just let us know. Via contact You'll find out soon whether your situation is a good fit for the dealer network.
How Do You Become an STOER Dealer? Step-by-Step Guide
Becoming a STOER dealer involves a few straightforward steps, from the initial introduction to the first delivery. That way, you’ll know exactly what to expect.
- Please express your interest. Please contact the dealer team and let them know what kind of business you run and in which region you operate.
- Introduction and Qualifications. You'll discuss your showroom, workshop, client base, and mutual expectations.
- Terms and Conditions. You'll gain insight into margins, minimum order quantities, delivery times, and service agreements.
- Onboarding. You'll receive product knowledge, sales materials, and information about warranties and after-sales service.
- First shipment and test drive models. You place your starting inventory and set test drives in your business.
A test ride is crucial for cargo bikes: customers want to feel how the bike brakes when loaded and how the turning radius works out. As a dealer, this often means you’ll make sales faster and with fewer returns.
In which countries is STOER looking for dealers?
STOER has a dealer network in the Netherlands, Belgium, Germany, France, and Spain, and is continuing to expand this network. If you’re in one of these markets and see demand for electric cargo bikes or fat bikes, it’s worth getting in touch.
It’s precisely outside the largest cities that there’s often still a limited selection of specialized cargo bikes. As a local specialist, you can fill that gap and build customer loyalty in your region for both sales and maintenance. Check out the existing dealers and retail locations to see where STOER is already represented.
Would you like to show your customers the fatbike, too? The UrbanX complements the lineup for city riders who don't need a gearshift but are looking for comfort and wide tires.
Why Cargo Bikes Are a Smart Addition to Your Store
Cargo bikes have a higher average sales value than regular bicycles and generate recurring service revenue thanks to batteries, brakes, and tires that require maintenance. According to Cycling Industries Europe (2023), the industry is undergoing a structural shift toward electric and heavier bicycles, which is increasing the demand for skilled dealers.
With the low-maintenance Gates CDX belt and hydraulic brakes, you’re also offering a bike that requires minimal hassle for the customer, while keeping service and warranty in your own hands. This allows you to build long-term customer relationships rather than making one-time sales.
Frequently Asked Questions About Becoming a STOER Dealer
How much does it cost to become an STOER dealer?
You should discuss the exact costs and terms directly with the STOER dealer team, as they depend on your initial inventory, region, and agreements. There are no fixed rates that are publicly available. Please contact us for a detailed overview of margins, minimum order quantities, and delivery times.
Do I need to have a large store to become a dealer?
No, a strong local bicycle specialty shop is also eligible. STOER primarily looks at your expertise, service capabilities, and whether you can provide your customers with good advice and maintenance. A physical retail location and workshop (or service partner) are important, as is space for test ride models.
Can I become a STOER dealer in Belgium, Germany, France, or Spain?
Yes. STOER has a dealer network in the Netherlands, Belgium, Germany, France, and Spain, and is expanding it. If you’re located in one of these countries and see local demand for cargo bikes or fat bikes, we’re open to discussing a dealership. Please express your interest so we can explore the possibilities for your region.
Which models do I sell as an STOER dealer?
As a dealer, you’ll sell products such as the CargoX (a cargo bike for families and businesses), the CityX (a compact city bike), and the UrbanX (a fat bike), as well as accessories. The CargoX offers a 100 kg payload capacity, 92 Nm of torque, and a range of up to 80 km, which gives you a strong selling point for both families and business owners.
Why is a test ride so important for cargo bikes?
Customers want to experience for themselves how a fully loaded vehicle brakes, handles, and accelerates. A good test drive reduces hesitation, increases your conversion rate, and minimizes returns. As a dealer with test drive models on-site, you can win over urban families and business owners much more easily than with just specifications on paper.
Ready to expand your showroom with a growing cargo bike segment? Discuss the possibilities and sign up at the STOER dealer team, or check out the full version first range to see which models are right for your customers.
Want to learn more about the broader market? Check out the figures from CONEBI, Cycling Industries Europe and the Dutch industry figures via RAI Association.
