Made in Britain
Our Philosophy
We believe e-bikes can change the world. Every single day, new customers tell us how their life has been improved by their Estarli. Not everyone will ride a bike but everyone should be able to and therein lies the beauty of e-bikes; they break down barriers. In our world, cycling is more personalised and empowering. In our world, you can use the bike for exercise or you can let the bike do the work. In our world, hills aren’t a problem. They don’t even exist if you don’t want them to! So stick it in level five and come flatten things with us.
Our Pillars
Innovation
We never sit still. From our Hertfordshire factory we adopt the LEAN engineering model; constantly iterating as we go. That means your e-bike might vary slightly from one you see out and about or in a shop - it's all in the name of continual improvement.
Sustainability
As well as helping you migrate to greener travel and reconnect with your local community, we also strive for sustainable production standards. Our factory uses 100% renewable electricity, we have removed 95% of the plastic from our supply chain and all bikes are packaged using our own fully recycled cardboard.
Openness
We are better storytellers than salesmen. Our awesome customers welcome us to film their lives in order that you might find their e-bike experiences relatable. Hopefully you find our content helpful but if you have any other questions, we have a great team on hand to help.
Quality
We strive for affordable, quality e-bikes. We want more people to be able to ride e-bikes but we will not sacrifice the quality of the design, componentry and build. Before your Estarli comes your way, it goes through three levels of quality control to ensure it is perfectly ready for you and your precious cargo.
Longevity
We stock all spare parts at our factory and we happily supply customers long after the warranty period. Wherever possible, we only introduce backward-compatible upgrades in order to keep older bikes fresh and on the road.
Price Transparency
We believe pricing should be clear, fair and consistent.
At Estarli, we set our prices as carefully and as honestly as possible. From the outset, our aim has been to make high-quality British e-bikes genuinely accessible - without relying on short-term promotions or sudden discounts to make the numbers work.
That’s why you won’t see flash sales, seasonal price drops or Black Friday deals here. Instead, we work hard to price our bikes at a level we’re proud of, and then we stick to it.
We do this for a simple reason: an e-bike isn’t an impulse purchase. It’s something people rely on - for commuting, family life and everyday transport. We don’t believe anyone should feel frustrated or short-changed after buying an Estarli, only to see the price reduced weeks later.
Keeping prices consistent also allows us to focus on what really matters: improving our bikes, supporting our customers properly, and building long-term relationships with our retail partners.
When you buy an Estarli, you can be confident that:
- You’re paying a fair price from day one
- That price won’t suddenly change because of the calendar
- The value of your bike is being respected, not undermined
It’s an unorthodox approach for the bike industry but we believe it’s a better one, both for our customers and for the long-term health of the cycling sector.
All present and correct, officer
EAPCs
We manufacture 'Electrically Assisted Pedal Cycles' (EAPCs) in Hertfordshire.
What is an EAPC?
The category was created to separate road legal e-bikes from illegal e-motorbikes. EAPCs require pedalling and feature a motor and battery which supply power to assist the rider's pedalling EAPCs don't require a license to ride and don't need to be registered, taxed or insured. Anyone aged 14 or over can ride one under the same rules as riding a normal bike.
Key differences compared to illegal e-motorbikes
1. EAPCs are electrically assisted only when pedalled.
2. Assistance stops at 15.5mph on an EAPC.
3. EAPCs have a max continuous power output of 250 watts.
EN 15194
All our e-bikes are certified to EN 15194 - a European e-bike standard for safety, performance and design. It includes comprehensive safety testing around braking, electrical system safety, stability and durability.
Recycling & Take-back Service
At Estarli, we're committed to reducing waste, extending product life, and ensuring that our e-bikes, batteries and electrical components are recycled responsibly at the end of their useful life.
If you are buying a new e-bike to replace an old one, we will recycle your old one for free if you bring the old bike to us within 28-days of purchasing the new one. This includes the battery.
Please head to the Recycling page for full details.
Batteries Producer Registration Number (BPRN) BPRN12838.