30-05-2025
Shinola ends its ride: The Detroit brand quietly retires its bicycle collection
Detroit-based Shinola has stopped manufacturing and selling bicycles, which were once a core part of the brand's offerings.
The last of the stock sold out in March 2025, a Shinola representative confirmed, and there aren't plans to restock at this time.
"Shinola bikes have been a part of our brand DNA for years, and helped us make our mark in the design space," Shinola said in an emailed statement. "At this time, Shinola is committed to doubling down on our watch assortment," the company said, pointing to its recent partnership with the J Dilla estate to create limited-edition watches.
When Shinola was founded in 2011 in Detroit, bicycles, which retailed for as much as $3,000, were one of the brand's core products, along with watches and leather goods. Later, it expanded with other products such as headphones and opened a hotel in downtown Detroit in 2019.
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Four years ago during the pandemic, a Shinola executive told the Detroit Free Press that the company saw an uptick in sales in bicycles, and that Shinola was refocusing on core products as it looked ahead to the brand's next decade.
The brand also continues to expand its hospitality footprint with the announcement of a second Shinola Hotel in downtown Indianapolis.
However, Shinola said it isn't closing the door on bikes completely.
"Whilst we might not have Shinola bikes currently, it doesn't mean they might not be back in the future, as there are a lot of exciting developments to come in 2025 and beyond," Shinola said in the statement.
Contact Adrienne Roberts: amroberts@
This article originally appeared on Detroit Free Press: Detroit's Shinola stops making bikes as it refocuses on watches
