PENDLR responds to the growing demand for bicycle helmets with the introduction of Closca
Apr 15, 2026
•Bram van Duinen•4 min. reading timeThe demand for bicycle helmets is growing rapidly. What used to be a niche product is now becoming a standard part of the daily ride. And we’re not just seeing this in the numbers, but especially on the shop floor and at industry events.
“What stands out to me the most,” says Remco Lagendijk, Category Developer at PENDLR, “is that the bicycle helmet is no longer an ‘extra’. It’s increasingly a conscious choice. Safety is becoming part of the standard gear. That’s a real turning point.”
Growth you can’t ignore
In recent years, demand for bicycle helmets has increased steadily. “The e-bike has changed a lot,” Remco explains. “We move faster through the city, cover longer distances and share space more intensively. That’s when awareness grows: protection is no longer a luxury, but a necessary step.”
Regulations in various European countries are also contributing to this growing awareness. But according to Remco, the real shift goes deeper: “It’s not just about rules. People are looking differently at their daily commutes. The bicycle has matured into a serious mode of transport. And that calls for a higher level of safety.”
What we saw at Velofollies and the B2B Festival
This shift was clearly confirmed at Velofollies and the B2B Festival. “You could see it happening in real time at both events,” says Remco. “Helmets were given prominent positions in stands, with more focus on design, innovation and overall experience. They were no longer a side product, but a category demanding attention.”
According to Remco, the growth is not just in volume, but especially in positioning. “Helmets are becoming part of lifestyle and urban mobility. Lighter, more stylish and smarter by design. That also makes the category more attractive for dealers. It offers margin, innovation and a strong story.” And that’s exactly where the opportunity lies.
“We believe that dealers who step in now and expand their assortment strategically can really benefit from this growth. This is not a temporary trend. It’s a structural shift in micromobility.”
Partnership with Closca
To capitalize on this growth together with dealers, PENDLR has partnered with Closca, the brand known for its foldable bicycle helmets. “When I first saw Closca, I immediately thought: this just makes sense,” says Remco. “The design, the concept and the urban focus perfectly align with what we stand for at PENDLR.” Closca develops bicycle helmets that can be easily folded into a compact size. “And it may sound simple,” Remco continues, “but in practice it really makes a difference.”
“Take your morning routine, for example: you ride your folding bike to the station, fold your bike and your helmet. On the train, you can simply store the helmet in your backpack, right next to your laptop. Or you quickly cycle to the supermarket, fold your helmet and put it in your shopping bag. No hassle, no bulky size.”
“For many commuters, this is the missing piece. You want to stay safe on the road, but you don’t want to carry a large helmet all day. Closca makes safety practical, and that’s exactly what lowers the barrier. In the end, convenience determines whether a product is truly used.”
Perfect for urban and daily commutes
The urban target group is growing. People are combining train, bike and shared mobility, moving flexibly through the city. “We often talk about reshaping daily commutes,” Remco continues. “This is a perfect example of that. When you make safety smarter and more user-friendly, you help people choose the bike more often.”
The foldable design of Closca plays a key role in this. “A helmet that fits in your bag changes behavior. It sounds simple, but it’s essential. Convenience determines whether a product is truly used.”
Supporting dealers every step of the way
As a partner in micromobility, PENDLR sees it as its role not only to supply products, but also to provide insights, positioning and support. “We want to build the mobility of tomorrow together with our dealers. To help them see opportunities and seize them.” The partnership with Closca is a clear example of this. “We see the growth in helmets. We see the urban trend. We see the demand for design and convenience. Then we want to offer a solution that fits that need.”
According to Remco, this fully aligns with PENDLR’s broader vision: “Our ambition is clear. We want to help our customers stay ahead with the end consumer. That means constantly looking forward. Where is the city heading? What does the end user need? And how do we make sure our dealers can respond to that demand? That’s how we make daily commutes more flexible, efficient and greener together.”
Add Closca to your assortment as well?
Would you like to add Closca’s foldable helmets to your assortment? Become a PENDLR customer!
Bram van Duinen
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