70 Years Kruitbosch: Jan van Dalfsen on the Strong Collaboration with Kruitbosch and PENDLR
For the 70th anniversary of Kruitbosch, we visited Jan van Dalfsen from Rijwielhuis van Dalfsen. Jan is a well-known name in the region and has been running his family business with heart and soul for many years. As a child, he already went along with his father to Kruitbosch to pick up parts, so the collaboration literally goes back to his earliest memories. Much has changed since then. At the end of 2023, Kruitbosch’s wholesale branch continued under a new name: PENDLR. The trusted people, service, and products remained, but with a fresh identity and a forward-looking direction. In an open conversation, he talks about his early years in the business, developments in the industry, and the close relationship he has built over the years with Kruitbosch, and now with PENDLR. From school desks to the workshop Jan joined his father’s business at a young age. "I was seventeen, had just finished high school, and immediately started working in the shop. We took over a store in Hasselt, and my brother went there. I stayed in Genemuiden." At first, father and son worked together as a duo, until things got busier and the staff started to grow. The store was still in a building that was later renovated. "In 2022, we completely rebuilt it. Everything was torn down – it literally became one big hole. After that, we created a modern, spacious store, including an upstairs floor with bicycles – clearly visible from the entrance, exactly how I wanted it." A childhood among bicycle parts The collaboration with Kruitbosch goes back to Jan van Dalfsen’s childhood. "I’ve never known it any other way than being a customer at Kruitbosch," he says. "In the past, my father drove to Zwolle himself to collect parts. Sometimes my brother and I were allowed to come along, even before school." There was also the sales representative who visited every two weeks. "An older man, always with a box of sweets in his car. When he came on a Wednesday afternoon, just when we were free from school, we knew: today we’ll get a sweet. You never forget that." From an early age, Jan became familiar with the people, the warehouse, and Kruitbosch’s way of working. "That involvement and recognition made it personal. It laid the foundation for the strong collaboration that still exists today with PENDLR." A true family business The love for the craft runs deep, as does the appreciation for the family business. "My father started in the 1960s with bicycles and sewing machines. He came from a bulb grower’s family but was more drawn to technology. Entrepreneurship runs in our family." Today, Jan’s son Robert also works in the business. "I love that. You are involved in everything. It makes the work varied and engaging." Growing together with Kruitbosch and PENDLR The relationship between Rijwielhuis van Dalfsen and Kruitbosch, now PENDLR, is not only long-standing but also strong in substance. For Jan, the collaboration has always felt natural and self-evident. "PENDLR’s range fits perfectly with our store and our customers. We mainly focus on the everyday cyclist, not racing bikes or mountain bikes, but solid city bikes and electric models. And at Kruitbosch, I always find exactly what I need." But it’s not just about products. "The personal contact really makes the difference for me," Jan explains. "You knew the people on the phone, you knew who was walking around the warehouse, and if something came up, it was solved right away. Those short lines gave confidence. Over the years that has changed somewhat, the organization has become larger, but the good relationship thankfully remained." From sewing machines to e-bikes The industry has changed enormously over the years. "In my early years, mountain bikes emerged, and now electric is dominant. Currently, about 65% of our sales are electric. It happened gradually, but now it’s indispensable. Even young people ride them to school." Still, Jan remains down-to-earth about the growth. "I never had the ambition to grow bigger at all costs. But when my colleague in the area quit, it got busier here. I took the opportunity. Now we work with a team of five, and the building is already almost too small." The strength of family businesses When asked about the secret of long-term entrepreneurship and collaboration, Jan answers without hesitation: "Family businesses have an extra drive. You feel a responsibility towards previous and next generations. You see that at Kruitbosch and PENDLR as well. There are people with true passion for their work. That creates trust, for seventy years already."
Sep 22, 2025
•Bram van Duinen
•4 min. reading time
70 years of Kruitbosch: a bond between generations with Widek, Kruitbosch and now PENDLR
Kruitbosch is celebrating its 70th anniversary this year, the perfect moment to reflect on the relationships that have helped us grow. One of those special relationships is with Widek, a true family business from Krimpen aan de IJssel, founded in 1936. What began as a small bicycle and radio shop has grown into the producer of bicycle bells, bungee cords, handlebar grips and child seats. Kruitbosch has been a loyal partner of Widek since its early years. Much has changed since then. At the end of 2023, Kruitbosch’s wholesale division continued under a new name, PENDLR. The trusted people, service and products remain, but with a fresh identity and a future focused direction. We spoke with Mike de Kwant, Commercial Director at Widek and great grandchild of founder Wim de Kwant. From Grandpa Wim to the fourth generation The history of Widek reads like a family story full of perseverance. Founder Wim de Kwant, great grandfather of current director Mike, opened a shop selling radios and bicycles in 1936. He was known for never shying away from a challenge. When he was told at a trade fair that making bicycle bells would be “too difficult” for him, he immediately took on the challenge and the rest is history. And as if history repeats itself, years later Mike’s grandfather, Wim’s son, faced a similar remark, this time about bungee cords. Manufacturers in the market complained about quality and wondered if Widek could do better. That comment was all it took: he dove in, researched everything and within a short time Widek added bungee cords to its range. In the years that followed, the company developed into the producer of bicycle bells, bungee cords, handlebar grips and child seats under the brand name Qibbel. A partnership that adapts In Kruitbosch’s early years, Widek was already working with the Zwolle based wholesaler. Over the years, the relationship evolved into a direct partnership. “Two family businesses that complement each other. We bring production capacity, Kruitbosch brings market knowledge and reach,” says Mike. This partnership received a new boost with the transition from Kruitbosch to PENDLR. What once began as a small wholesaler in Zwolle has grown into more than just a wholesaler: it is the partner in micromobility. “The name has changed and the course has been renewed, but the cooperation still feels just as familiar,” Mike explains. “The same personal approach and shared drive for quality are still the foundation.” From K3 flags to lightweight seats In the 1990s, the collaboration between Widek and Kruitbosch was boosted by successful children’s accessories licensed from brands such as Disney, Nickelodeon and Studio 100. This resulted in colourful bicycle bells, flags and handlebar grips featuring characters like K3, Bumba, SpongeBob and Winnie the Pooh. Widek excelled in production and creativity, while Kruitbosch, and now PENDLR, brought market knowledge and distribution power, resulting in millions of products sold, loved by both children and parents. In 2012, Widek launched the brand Qibbel, offering modular, colourful child seats that were popular with parents but challenging for retailers in terms of stock management. “We learned a lot from that,” says Mike. “With Qibbel Air, we solved those issues – lightweight, ready out of the box and easy to mount. A hit.” The Qibbel Junior, designed for children aged six and up, became the best selling model. Today, the seat is also gaining ground outside the Benelux, thanks in part to the rise of cargo and longtail bikes. Building the future together At Widek, sustainability is deeply embedded in the way they produce. What makes them unique is that the entire production process still takes place in house and on Dutch soil. From design and injection moulding to assembly and quality control, everything happens under one roof in Krimpen aan de IJssel. This approach allows Widek to respond quickly while maintaining maximum control over quality, innovation and environmental impact. The company uses a zero waste injection moulding process, where colour changes and defective products are shredded and reused in production. More than 1,200 solar panels now cover the roof, supplying over half of the company’s annual electricity needs. “Because we do everything ourselves, we can produce with great awareness. That is not only good for the environment, but also makes business sense,” Mike explains. A collaboration rooted in trust What began in the 1950s has grown into a partnership where generations have connected through shared values: craftsmanship, reliability, innovation and entrepreneurship. That Widek produces everything in house aligns perfectly with PENDLR’s ambition to work with partners who are close by, both literally and figuratively. It ensures short lines of communication, quick decision making and a high level of involvement. Above all, it shows that with strong cooperation and a clear vision, you can continue building the future together. From Kruitbosch to PENDLR, from then to tomorrow. Are you ready to write the next chapter Are you ready to write the next chapters together? Join PENDLR and discover how, with strong brands like Widek, we can help your store grow. With our products, service and dedication, we make sure you can focus on what you do best: making your customers happy. Become a customer and let us create a great story together.
Aug 14, 2025
•Bram van Duinen
•5 min. reading time
PENDLR becomes the exclusive distributor of WOWOW in the Netherlands
The Belgian brand WOWOW, a specialist in visibility and safety for cyclists, walkers, and commuters, has signed an exclusive distribution agreement with PENDLR. As of August 1, PENDLR will take on the exclusive distribution of the WOWOW range for the Dutch market. Ideal partners With over twenty years of experience, WOWOW sees PENDLR as the ideal partner to further develop the brand in the Netherlands. "The Netherlands is an important growth market for us," says Alexander Van den Steen, International Sales Manager at WOWOW. "With PENDLR, we have a partner who knows the market inside and out and shares our values around safety and visibility. Together, we can reach and protect cyclists and other road users even better." Valuable addition PENDLR considers WOWOW a valuable addition to its existing offerings for bike retailers and urban commuters. Thanks to a strong dealer network, a focus on brand experience, and support on the shop floor, PENDLR offers the Belgian brand a solid platform to grow in the Netherlands. "We believe that visibility and safety don't have to be compromised, but rather offer opportunities for differentiation in the store," says Ilse Michiels, Brand Manager at PENDLR. "WOWOW combines functionality with surprisingly strong design. This fits perfectly with our mission to make daily commuting in and around the city not only more flexible, efficient, and sustainable but also safer." Want to add WOWOW to your assortment? Are you ready to offer your customers the top quality of WOWOW? Then become a customer of PENDLR and add the innovative WOWOW range to your offering. Together, let's ensure more visibility and safety on the road!
Aug 1, 2025
•Bram van Duinen
•2 min. reading time
PENDLR and PCS Fietsspecialist: United in a fast-moving market
Recently, we visited PCS Fietsspecialist, where we spoke with father and son Remco and Sander Steinz. About 45 years ago, Remco started a bike shop together with his parents and brother. Today, his son Sander is also active in the business and has been running his own store under the same name for five years. Although they each have their own physical location, they work closely together. We talked to them about their early years in the bicycle industry, their strong family bond, their vision on the evolving market, and their long-standing partnership with PENDLR. From Vinyl Records to Bicycles PCS Fietsspecialist was founded in the 1980s, when Remco and his family decided to open their own store. “We actually had no experience with bicycles,” Remco recalls with a smile. The original product range was far from traditional: customers could buy not only bicycles, but also vinyl records, jeans, and mopeds. That unusual mix formed the foundation of the family business PCS Fietsspecialist has become today. The early years were challenging. With limited resources and knowledge, the family built up the shop step by step. They took turns working in the store while juggling other obligations. Remco and his brother were still in school, and their parents also had jobs on the side. The inventory was small, so creativity was essential. “It was a real balancing act back then,” Remco says. But through perseverance and determination, PCS Fietsspecialist quickly grew into a trusted name in the region. “We started with an American concept: we sold vinyl records, jeans, and of course mopeds and bicycles.” From Global Events Back to the Shop Sander grew up surrounded by bikes, but initially chose a different path. He found his passion in the event industry and traveled the world organizing large-scale events. When the COVID-19 pandemic brought that sector to a standstill in 2020, it created an opportunity for reflection. “It felt like the natural moment to step in,” says Sander. With fresh eyes and new experience, he brought immediate innovation to the business. He gave the store a modern look and shifted focus toward high-quality electric bikes. “E-bikes are really exciting these days,” he says enthusiastically. “The technology and possibilities are vast, and that’s what I find fascinating.” Tradition and Future: Father and Son at the Helm The relationship between Remco and Sander is a balance of experience and innovation. While Remco is a bit more cautious these days, Sander looks ahead and thinks strategically about the next steps. That sometimes leads to different approaches, but it’s exactly this dynamic that gives them strength. “He’s often still focused on this year, while I’m already thinking about next year,” Sander jokes. Still, there's a lot of mutual respect. Sander appreciates the strong foundation his father laid: “Because of that groundwork, I was able to make big strides quickly.” At the same time, Remco sees much of himself in his son: “I’ve become a bit more reserved, but sometimes he has to experience things for himself. That’s how it went between me and my parents too.” They admit that work and private life often blend together in a family business. “Sometimes we have to remind ourselves not to talk about work at Christmas,” Sander laughs. Cycling Is Becoming a Complete Lifestyle One major trend Remco and Sander have noticed is the growing demand for accessories. As cities become more crowded, more people are leaving the car behind and using bikes as their main form of transportation. This brings new customer needs. Cyclists are looking not only for a good bike, but also a complete setup that fits their daily routines. “We’re seeing more demand for full packages,” Sander explains. “A premium pannier bag for groceries, a stylish helmet for added safety, a reliable lock, a mirror for city traffic. People increasingly see their bikes as a true alternative to the car.” Remco adds that the shift toward electric bikes is accelerating this change. “People want to invest in quality, including accessories that make riding even more comfortable.” “There’s more to it now. Customers don’t just want a good lock and a nice bag — accessories like mirrors and helmets are becoming more and more popular. It’s really turning into a total package.” A Partnership of Over 25 Years Remco has been working with PENDLR (formerly Kruitbosch) for over a quarter of a century, and that long-standing partnership has proven invaluable. “We’ve been working with PENDLR for more than 25 years, and we’ve always been satisfied,” he says. “They deliver what we need and are reliable.” When Sander joined the company later, it was a natural choice to continue the collaboration. “Continuing with PENDLR was an easy decision,” he explains. “When you see how well everything runs and how much trust there is, there’s no reason to question it.” What makes this partnership so strong is the consistency and reliability that PENDLR offers. Their product range is not only broad and up to date, but almost always in stock. “What we need is simply available,” Sander says. “That might seem obvious, but during busy periods it really makes a difference.” “We’ve been working with PENDLR for more than 25 years, and we’ve always been satisfied.” A Future Full of Ambition Looking ahead, Sander has big plans. He wants to continue innovating, with a strong focus on service, quality, and customer experience. One of his ideas is to open a larger, joint store where all locations come together. Remco looks to the future with confidence. He is gradually stepping back, but remains involved in the business he helped build. “It’s great to see how Sander is charting his own course and shaping the future of the company.” PCS Fietsspecialist shows the power of a family business where tradition, innovation, and passion go hand in hand. With a focus on quality, service, and progress, father and son continue building a bright future — together.
Jul 27, 2025
•Bram van Duinen
•5 min. reading time
PENDLR and Brooks provide stylish commutes
Within the assortment offered by PENDLR, the British brand Brooks England holds a strong position. This is reflected in the role of Erik Westerlaken, who serves as Brand Ambassador. NieuwsFiets.nu spoke with him and Category Manager Remco Lagendijk about the search for dealers that align with this exclusive brand. Close cooperation Erik Westerlaken started at PENDLR on October 1st last year as Brand Ambassador for the brands Brooks England and Eovolt, the electric folding bikes. His position differs slightly from that of the other account managers, who represent all brands. This allows him to focus more attention on PENDLR’s exclusive labels. “My role is actually a blend of sales and marketing. Because of the close contact with the team at Brooks, market feedback reaches them quickly. This contributes to future product development and service. I also look at ways to bring Brooks closer to the end consumer,” he says. A tailored approach Remco Lagendijk, with a background at Shimano and Craft Sportswear, is Category Manager at PENDLR and responsible for Brooks England. “This is a niche brand that requires a different approach than other brands. PENDLR has been working with Brooks England for a long time. The brand has been part of the Selle Royal Group for many years. Brooks focuses strongly on innovation while staying true to its origins and purposefully choosing a different path. That calls for more selective distribution, which we are now able to concentrate on.” Westerlaken focuses on the Dutch market only, since Brooks England works with different distributors abroad. A behind-the-scenes experience Within the cycling trade, there is no need to explain what Brooks England is or what it represents. “It’s a brand with a rich heritage and a beautiful story worth telling. Everyone knows Brooks for the leather saddles, but the brand has evolved with a second saddle line and bikepacking bags. We see that this part of the range is still unknown to many. There is a lot of potential in upgrading bikes with beautiful accessories,” says Westerlaken. Together with a colleague, Lagendijk and Westerlaken recently visited the Brooks England factory in Birmingham, where the leather saddles are made. They were given a detailed look behind the scenes and got to know the Brooks team better. “When you walk through the factory, you see how much craftsmanship is still involved. A Brooks saddle may carry a relatively high price, but once you see how it is made, you completely understand why. Everything is handmade. Dedicated people work together, step by step, on a single saddle. It’s impressive to see how much passion and skill goes into it, with incredible attention to detail. There is very little automation involved.” “Some machines are more than a hundred years old, and the production process has hardly changed,” adds Lagendijk. “Some steps are still done exactly as they were sixty years ago. In some cases that could be a disadvantage, but here it works in their favor. There’s a growing group of consumers who are looking for artisan products, whether it’s leather, wood, or steel. Brooks England fits perfectly in that renewed appreciation of craftsmanship.” PENDLR as Brooks Repair Center PENDLR recently completed advanced technical training in Birmingham to become an official Brooks Repair Center. Some saddles could already be repaired by PENDLR’s service and warranty department, but soon they will also have special tools that allow them to repair almost any Brooks saddle, even the more complex ones. “Unless the leather is completely torn, of course. But with the new service we can offer, a Brooks saddle becomes a truly durable product,” says Westerlaken. “If someone’s saddle breaks, even outside of the warranty period, it is still worthwhile to have it repaired. That saddle is already broken in and fits perfectly. If it can be repaired, that’s ideal. Breaking in a new saddle is quite a process.” Sometimes the saddle rail breaks. “Normally the rail is machine-pressed into the nose piece, with more force than you could apply by hand. That makes repairs challenging, but soon we’ll be able to offer this service in-house,” Westerlaken explains. “Brooks England designs their saddles with the question in mind: how could this be repaired? That’s why nearly all parts are available individually.” Brooks focuses on the person behind the bike PENDLR takes a broad approach to the mobility market. As more cities restrict car access, more people turn to bicycles as a means of transport. The bicycle becomes an extension of the individual. “People want to show who they are. Brooks also looks beyond just the cyclist. The bags can be used both on and off the bike. Brooks now focuses more on the person behind the bike, which fits well with PENDLR’s philosophy,” says Lagendijk. According to the Category Manager, Brooks mainly appeals to lifestyle-oriented consumers. “Take gravel biking, which is hugely popular. Even within that group, there are two types. On one side you have competitive riders, and on the other, adventurous cyclists who ride for fun and relaxation. That philosophy matches perfectly with Brooks England. Many gravel riders also use their bike for everyday trips and want to show that. Brooks England serves that purpose and therefore aligns well with PENDLR.” “The versatility of gravel bikes plays an important role here. You can fit a removable rack and carry several bags, making it ideal for urban mobility too.” Social rides and factory visits planned Later this year, PENDLR and Brooks England will organize a special ride-out for dealers. Next year, they are looking into taking a select group of dealers to the factory. “That is really valuable. When entrepreneurs see with their own eyes the passion behind the product, the brand truly comes alive,” predicts Westerlaken. “We are also looking into ways to support our dealers at the point of sale. A better store presentation helps increase sales.” Will you be the next Brooks dealer? Do you want to be part of the exclusive Brooks network, visit the Birmingham factory with us, and take part in inspiring social rides? Join PENDLR and discover what this iconic brand can mean for your store. Become a PENDLR customer today.
Jul 16, 2025
•Bram van Duinen
•6 min. reading time
We make the daily commutes in and around the city more flexible, efficient and green. We are your partner in micromobility.
