More service, less stock: how Riesewijk Tweewielers is growing with PENDLR
4. Mai 2026
•Rogier Hoeksma•6 Min. LesezeitAs a bike mechanic, how do you ensure you keep growing in a world where customers expect speed and convenience? Wilco Wolterink of Riesewijck Tweewielers shares how he cleverly combines online and offline approaches. With a strong focus on partnership, advice and PENDLR’s home delivery service, he is building a future-proof shop.
The bike shop is changing: from sales to advice
The role of the bike shop is changing. Whereas customers used to come in to buy something, they now mainly seek advice. At the same time, they have become accustomed to the convenience and speed of ordering online. For Riesewijk Tweewielers, it is not a question of choosing between online or offline, but rather of combining them smartly.
From supplier to partnership
This way of thinking is reflected in how the shop works with suppliers. “I prefer to work on the basis of partnership,” says the entrepreneur. “The old-fashioned way of shuffling boxes, pushing products into the shop without checking whether they sell, works for nobody. If something isn’t selling, my money is tied up. But if you look together at what works and steer towards that, you can keep growing.”
That partnership mindset also applies to the collaboration with PENDLR. “With PENDLR, I feel that we’re really in this together. They contribute ideas, they solve problems and they understand how a shop like ours works. That’s exactly what I look for in a partnership.”
More service without extra stock
You can see the same philosophy reflected in the way the shop handles dropshipments. For Riesewijk Tweewielers, this isn’t a replacement for the shop, but an extension of it. Customers still pop in for advice, but they do expect everything to be available quickly. And that’s exactly where dropshipment makes the difference.
Dropshipment is a service provided by PENDLR, whereby we handle the entire drop-shipping process and deliver orders directly to the end customer. As soon as you place an order, we take care of processing, dispatch and home delivery. This enables us to offer a wide range of products without holding our own stock or requiring additional logistics, whilst the customer benefits from the convenience of direct home delivery.
‘We can’t keep everything in stock, and we don’t want to. But if a customer is looking for something we don’t have, we can order it via the portal and have it delivered to their home the next day. The customer pays for it here and we take care of the rest.’
This ensures not only convenience, but also reliability. ‘You can simply say: delivered tomorrow. Then the customer knows where they stand. You also prevent errors in the process, such as forgetting to call back or delays in the shop. To be honest, I didn’t expect it to run so smoothly,’ adds Wilco. ‘But it just works. The portal is easy to use, the delivery is on time and the customer is satisfied. That’s all I need.’
Customers expect speed and convenience
That focus on convenience is no coincidence. Consumer expectations have changed significantly in recent years. “We’ve become accustomed to speed. If you order something today, it arrives tomorrow. You might not even need it, but it has become the norm.”
Customers bring that expectation with them to the bike shop. “If you can’t offer that, the customer hardly understands it anymore. At the same time, you should be glad they’re still coming to your shop. So that’s where you really need to add value.”
That value lies less and less in the number of products you display and increasingly in the knowledge you offer. “Less is more. You want to display less, but know exactly what you have and what you’re talking about.” At the same time, the expectation that you can supply everything remains. “That’s the dilemma you face. The customer expects choice, but comes to you specifically for advice.”
Online and offline reinforce each other
Online is playing an increasingly important role in this. Riesewijk Tweewielers is working on a new website that acts as the shop’s digital front door. Customers will soon be able to see what’s in stock in real time and get an idea of what’s available. “You already notice people coming in and saying: I saw online that you have this. It just works.”
Yet the strength of the physical shop remains intact, certainly in the cycling sector. “When it comes to bikes, it’s still largely a regional affair. People do their research online, but they come to the shop to make the purchase. Especially now that bikes are becoming increasingly expensive.”
Greater demand for quality accessories
This development ties in with a broader trend in mobility. The e-bike has taken on a new role. “It is no longer an alternative to the standard bicycle, but to a second car. Certainly in the city.”
You can see this reflected in customers’ enquiries. It’s no longer just about bicycles, but about complete mobility solutions. “People want to carry their bags, transport their children, and arrive dry. That leads to other products: better bags, locks, helmets.” The willingness to invest in these is growing. “People compare it to a car. So it’s worth spending a bit more.”
It’s interesting that behaviour sometimes changes through experience. When people temporarily switch to cycling, for example due to road closures, they see the benefits. “We’ve seen people try a bike and then decide to buy one themselves. Because they realise it’s quicker and easier on certain routes.”
The future of the bike shop
Looking ahead, Wilco expects online and offline channels to become increasingly intertwined. “Online is only going to become more important. Everyone looks online before making a purchase. But the importance of the shop is also growing, precisely because these are larger purchases.” New technologies such as AI will play a role in this, but they won’t change the core of the business. “Personal contact and expertise remain important.”
The ambition for the coming years is therefore clear. Wilco wants Riesewijk Tweewielers to be the go-to local specialist. “The place you can turn to for advice, service and trust. That’s where we want to make a difference compared to large chains and purely online players.”
And that starts, as he himself says, with just getting on with it. “You have to start somewhere. It’s better to start and keep improving than to keep waiting until everything is perfect. Because in practice, things always turn out differently anyway.”
Ready for the next step with your shop?
More and more customers expect speed, convenience and a comprehensive range: even if it’s not in stock in the shop. With dropshipment via PENDLR, you can respond to this immediately. You’re always helping your customers, without the risk of overstocking or extra work in the shop.
Just like Riesewijk Tweewielers, you combine personal advice with the convenience of online shopping. This way, you expand your range, enhance your service and keep your shop organised and efficient. Discover what PENDLR can do for your shop – become a customer now!
Rogier Hoeksma
Brand- & Marketing
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