How does PENDLR create a well-balanced assortment? In conversation with experts Frank and Jasper
Apr 2, 2026
•Bram van Duinen•4 min. reading timeThe micromobility market is evolving rapidly. New products, changing end-user needs and rising expectations toward dealers. Anyone who wants to stay relevant needs to look ahead. PENDLR plays a connecting role in this. With an assortment of over 160 brands and more than 23,000 products, the wholesaler supports dealers in serving the end customer. But how do you build such a broad and distinctive assortment? And how do you ensure dealers can truly stay ahead in their market with it? We spoke about it with Jasper van Veen, Category Developer, and Frank Bronkhorst, Category Manager at PENDLR.
Relevance over scale
According to Frank, it’s not simply about the numbers. “A large assortment is not a goal in itself,” he explains. “What matters is that the assortment is relevant. It needs to match what dealers need and what the end user is asking for.”
As Category Manager, he focuses on maintaining and strengthening existing partnerships with brands such as Schwalbe, Basil, New Looxs, Selle Royal and many others. “We’ve been working with these suppliers for many years. Those long-term relationships create trust, short lines of communication, stability and knowledge sharing. That allows us to respond quickly to developments in the market together.”
According to him, these strong partnerships form the foundation of the assortment. “By working closely with suppliers, we can help dealers be both reliable and distinctive toward their end customers.”
Staying ahead by looking forward
While Category Management focuses on strengthening and optimizing existing brands, Category Development is all about what’s next. Jasper van Veen closely monitors market developments and translates signals from the market into concrete additions to the assortment. “The end user is constantly changing,” he explains. “We’re seeing strong growth in different forms of micromobility, such as e-bikes, longtails and folding bikes. And with that growth, the demand for complementary accessories is increasing as well.”
According to Van Veen, the customer journey does not stop with the purchase of a bike. “Consumers are increasingly looking for a complete solution. Alongside a bike, they want a matching bag, a reliable lock and, more and more often, a helmet. Safety and ease of use are playing an increasingly important role.”
At the same time, demand for technological and sustainable innovations is growing. “Think of smart locks or solutions to charge more efficiently and sustainably. Recently, we added E-pal exclusively to our assortment. With this product, the lifespan of a battery can be extended up to three times. We are constantly focused on identifying needs in the market,” Van Veen concludes. “By aligning our assortment with these developments, we help our dealers not just keep up, but stay ahead of the end customer.”
160+ brands as a strategic tool
With over 160 brands and 23,000 products, PENDLR offers both breadth and depth within micromobility. From essential components to distinctive accessories and innovative mobility solutions. According to Frank, that combination is key. “Strong A-brands build trust with both dealers and consumers. New, innovative brands create differentiation. Together, they form a powerful whole.”
Reliable delivery across the entire assortment
A distinctive assortment only adds value if it is consistently available. “Whether it’s a Schwalbe inner tube, a Basil bike bag or a UTO folding bike,” says Van Veen, “dealers need to be able to rely on fast and accurate delivery.”
That’s why fast and reliable delivery across the entire assortment is a key condition. It is this combination of a broad assortment, strong supplier relationships and dependable delivery that enables dealers to respond immediately to customer demand. At PENDLR, this means: ordered before 18:30, shipped the same day.
Stronger together toward the end customer
What stands out most from the conversation is the strong focus on collaboration. The long-standing relationships with suppliers, the continuous drive for innovation and the focus on reliable delivery all serve one shared goal: helping dealers succeed in a changing mobility market.
“As long as our dealers stay ahead of their end customers, we know we’re doing our job right,” Frank concludes. “That’s how we make daily commutes more flexible, efficient and greener together.”
Serve your customers at their best
Together, we make sure you don’t just keep up with the market, but stay one step ahead. With a relevant assortment, strong partnerships and reliable delivery, you have everything you need to serve your customers at their best. That’s how we build growth, differentiation and future-proof mobility together. Ready to lead the way? Become a PENDLR customer!
Bram van Duinen
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