News Article

Maxcom Goes Upmarket

Sales & Trends

PLOVDIV, Bulgaria – With extra investments in machinery, in logistics capabilities, and in particular in its painting facilities, as well as in training its staff; Maxcom wants to go upmarket further. The Bulgarian bike maker is looking to facilitate the high-end brands in Europe for which it has lots to offer.

Maxcom Goes Upmarket
OEM production services includes open calculation quotes, stock keeping and logistics services, ISO certification, as well as parts purchasing. – Photo Bike Europe

Maxcom CEO Maxim Mitkov has pinpointed a strategy for his company which is not primarily focused on expanding sales of the company’s own brands Shockblaze, Ferrini and Sprint. He regards this as important, but does not prioritize it.

Extra investments

“Our focus and priority is on expanding our OEM assembly operation for which we in particular now focus on the high-end brands operating in Europe. To be able to realize that expansion we have invested another € 4.5 million in our assembly quality, in machinery, in our staff, as well as in our logistics capabilities with extra stock-holding capacity,” says Mitkov.

Assembling half million bikes annually

That investment followed some € 15 million spent for a brand new facility that was opened in 2007 in Plovdiv; a city that is a one-and-a-half hour drive from the country’s capital – Sofia. High volume production took off here for Mitkov, who started in bikes in 1999. Currently assembling a half million bikes annually, Maxim Mitkov is now ready to take his next step because as he says, “Now it’s not about how much we produce, but how we produce.”


Maxcom is already assembling some of the more expensive bikes that carry the best known names of the industry. Doing more is Mitkov’s ambition. And he has tailored his company to be able do just that. For instance, with a painting facility that is able to meet or exceed the standards of the renowned brand names. Mitkov regards painting as a vital part of a targeted assembly operation and gives it high priority.

Maxcom offers a wide variety of paint options to its OEM clientele. The paint shop has 4 electrostatic disks, 2 powder-coating lines and water-based paint.

Max Europe

As an assembly operation for bikes, Maxcom produces its own alloy rims in both single and double wall configurations, to be used in automated wheel-building with Mach 1 and Holland Mechanics machinery. Currently all high-end bikes are made at a special assembly line. The OEM production services that Maxtec offers to the renowned names in the business includes open calculation quotes, stock keeping and logistics services, ISO certification, as well as parts purchasing. All this comes from a business perspective that puts quality first, followed by delivery time, and price in third place. More on Maxcom is in Bike Europe’s October edition which is published online today while the print edition is distributed also today.

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