The company's founder, Emily Brooke, initially marketed her lights using the brand "Blaze" but changed to "Beryl", acknowledging champion cyclist Beryl Burton, after a legal challenge from an American bike light company called Blaze.

[1] The company was registered in November 2011 with the name SMIDSY (an acronym for "Sorry Mate I Didn't See You", used when motorists fail to notice bicycles or motorbikes).

This light projects an image of a bicycle, in green, onto the road about 6 metres (20 ft) ahead of the bike, visible round corners and in blind spots.

[7] Beryl also runs a dockless cycle sharing scheme, currently implemented in towns and counties including Brighton and Hove; Cornwall; Dorset; Greater Manchester; Hereford; Hertsmere; Isle of Wight; Leeds; Norwich; Plymouth; Portsmouth; Watford; and the West Midlands.

[8][9][10] In some locations, such as Bournemouth, Christchurch and Poole, Norwich and West Midlands, Beryl Bikes also provides a scooter-sharing system, known as kicksharing.