Lectric eBikes<\/a>, a Phoenix, Arizona-based company known for its practical and affordable XP series electric bikes, has launched three new brands so far this year \u2014 a Juiced Bikes relaunch, a new Juiced Powersports brand, and now a premium adventure brand called Monarc \u2014 an expansion strategy that runs counter to the wave of bankruptcies that have plagued the sector.<\/p>\n Together, Lectric has put about $10 million toward these initiatives, CEO Levi Conlow told TechCrunch.<\/p>\n \u201cOthers might be pulling back, or raising money, we\u2019re actually deploying and investing into initiatives like this,\u201d he said. \u201cI actually don\u2019t think the market is saturated right now; Lectric last month had its biggest sales month in our company\u2019s existence and we sold almost 30,000 bikes. I\u2019m not sure anybody has done that before, even at like peak COVID.\u201d<\/p>\n It may seem like an odd time to launch an e-bike brand, let alone three. <\/p>\n In the past two years a slew of e-bike companies have filed for bankruptcy, shut down, or withered until they were snapped up by larger companies. Rad Power Bikes, the buzzy electric bike company that raised nearly $330 million in venture capital, was perhaps the highest-profile collapse. The company, once valued at $1.65 billion,\u00a0filed for Chapter 11 bankruptcy protection<\/a>\u00a0in December. Its assets were acquired by Life Electric Vehicles Holdings for\u00a0$13.2 million<\/a>.<\/p>\n \u201cTo me, it\u2019s just opened it up,\u201d Conlow said of the market after listing a dozen companies that had folded or left the U.S. market. \u201cI think the market actually lacks a lot of worthy competition right now.\u201d<\/p>\n The contrarian bet has a contrarian backstory. Conlow and co-founder Robby Deziel never raised venture capital, instead bootstrapping the business, which they founded seven years ago as childhood friends, before taking an investment from private equity firm Bertram Capital Management in 2020. What started as a scrappy startup is now one of the top-selling direct-to-consumer e-bike companies in the U.S., shipping 150,000 units in 2025. <\/p>\n The playbook \u2014 bootstrap, stay profitable, let better-funded competitors implode, then expand \u2014 is one that founders across hardware categories might find instructive. But Conlow is careful about how Lectric grows. Trying to sell e-bikes for every kind of customer risks diluting the brand, he said.<\/p>\n \u201cWhat we\u2019ve learned is that Lectric cannot be everything to everyone,\u201d he said, before pointing to its broad product lineup, which includes folding bikes and an electric tricycle. The company sells 90% of its products direct to consumers through its website, which, depending on the month, attracts 2 million to 4 million visitors.<\/p>\n The solution is to keep the brands separate or risk dilution. Featuring a Juiced Bikes model prominently on the Lectric homepage, for instance, might pull attention away from Lectric\u2019s best-selling XP Series, sending the wrong signal to the wrong customer. <\/p>\n \u201cYou need to be a lot more intentional, and when you\u2019re more focused, you can go really deep into that vertical; you can make customer service, branding, and marketing specific to that product and that company,\u201d he said.<\/p>\n That\u2019s what Lectric has done with Juiced Bikes, Juiced Powersports \u2014 which will ship its first e-moto in August \u2014 and Monarc. Juiced Bikes was acquired by Lectric in 2025 and relaunched last month, while Monarc, which started as a skunkworks project within Lectric, spun out this week as a standalone brand based in Minnesota, led by industry vets Julia Moran and Ryan Callahan.<\/p>\n Each brand has its own product engineering and development, branding, marketing, and customer service teams. Conlow takes this separation a step further, noting he even wants the brands to compete with each other. <\/p>\n \u201cWe don\u2019t want three brands that end up looking and performing the same or feeling the same. There should be healthy competition between [them],\u201d he said.<\/p>\n Monarc is leaning on its premium adventure lifestyle features and customer service strategy that includes a five-year warranty and phone support with real humans. (Conlow was quick to note that none of its brands will ever use AI for customer service.)<\/p>\n Monarc\u2019s first e-bike, an all-terrain trail electric bike called the Marker, will come standard with two LG 48-volt 15Ah batteries \u2014 an offering that is unusual in the e-bike sector \u2014 that provide 720 watt-hours each and are UL 2271 certified. The batteries also come with a 5-amp fast charger. The Marker, which will begin shipping to customers in July, is kitted out with other premium features like a Bafang motor, Shimano drivetrain, and a 3.5-inch color touchscreen that can sync with other accessories like rearview radar and smart helmets.<\/p>\n Monarc and the two Juiced brands are small, with 10 and eight employees, respectively, though they are expected to expand. Lectric itself has 170 employees. The brands operate independently but leverage Lectric\u2019s supply chain, purchasing power, and back-end support.<\/p>\n Whether Lectric will continue to launch new independent brands is an open question. Conlow kept the prospect open: \u201cWe continue to explore and keep our eyes open.\u201d But he isn\u2019t in any rush. \u201cWe have made our plate very full, and we\u2019re going to stay focused on this.\u201d<\/p>\n<\/div>\n When you purchase through links in our articles, we may earn a small commission<\/a>. This doesn\u2019t affect our editorial independence.<\/em><\/p>\n![\"\"](\"https:\/\/techcrunch.com\/wp-content\/uploads\/2026\/06\/Monarc.May26.Lifestyle.134.jpg?w=680\")