woom, the European leader in premium bikes for children and teenagers, today announces the official launch of its direct operations in the United Kingdom. This strategic expansion marks a significant milestone in woom’s international growth, transitioning the brand to a direct-to-consumer (DTC) model and a comprehensive retail rollout across the country.
To spearhead this transition, woom has established a dedicated UK subsidiary and successfully integrated the team from The Little Bike Company, its long-term UK partner since 2017, into the woom organization. Simon Timlett has been appointed as Country Manager to lead the brand’s British operations.
A fast-growing global success story
The UK expansion follows a landmark year for the Vienna-founded company. In 2025, woom achieved record-breaking global revenue of €149 million (approximately GBP 130 million), with 392,000 bikes sold. While the wider cycling industry faced headwinds, woom grew seven times faster than the market average.
The UK has emerged as a primary engine for this growth, recording a 121% year-on-year increase, positioning it as one of the brand’s most critical global markets.
“Setting up our own team in the UK is about being closer to the families who use our bikes every day; we want to provide the best possible service and a product that truly gets more kids outside,” said Bernd Hake, CEO of woom. “The UK is a powerhouse cycling market and it’s time we played at the highest level here. By going direct, we’re putting our foot on the gas to ensure woom is the first choice for families who care about performance. We’ve had a record-breaking year, but we aren’t slowing down. We’re here to be fast, stay local, and earn our place on the streets of London and in every community across the UK.”
Bernd Hake, who was appointed woom CEO in October 2024, brings over two decades of international leadership experience across global consumer brands. Having lived with his family in the UK since 2009, Hake possesses a deep personal and professional understanding of the British market, uniquely positioning him to lead woom’s next chapter of growth in the region.
Innovation: designed for kids, shaped by kids
Since its inception in 2013, woom has revolutionised the industry with its focus on child-specific geometry and ultralight frames. The brand continues to push boundaries with new releases, such as the woom WOW self-balancing bike for toddlers.
In a move to further align product development with user experience, woom has introduced its Kids Advisory Board. This initiative integrates children directly into the design and storytelling process, ensuring that the next generation of bikes is built not just for kids, but with them. This philosophy is at the core of the new global brand campaign, ‘enjoy the ride.’
Official UK launch event
To celebrate the launch, woom hosted an exclusive ‘test-and-trial’ event at London’s Queen Elizabeth Olympic Park on 28 April. The event gathered press, key influencers, parents, and industry partners for an immersive brand experience, showcasing the full woom product range and outlining the company’s ambitious roadmap for the UK market.
