Tradekar & PENDLR: A powerful connection in mobility and brand vision
3. Nov. 2025
•Bram van Duinen•4 Min. LesezeitIn the year that Kruitbosch, PENDLR's parent company, celebrates its 70th anniversary, we thought it would be a good time to reflect on partnerships that contribute to our vision for the future. One of the most promising new partners is Tradekar, supplier of Pro-User and Spinder bike carriers since 1 January 2025. A conversation with Jeroen van Dongen (Business Development Manager) and Marjolein Razenberg (Marketing & Communications Manager) not only provided valuable insights into their history, but above all an inspiring outlook on what is possible together.
Shared roots: two family businesses under one brand umbrella
Both Kruitbosch and Tradekar are companies with a strong, personal identity. Both are family businesses through and through, where commitment, long-term employment and direct lines of communication are a matter of course. At Tradekar, the second generation of the Van de Kar family is now coming to the fore, and at Kruitbosch, too, people with years of dedication are working towards the same goal: sustainable growth with a focus on people.
There is another striking similarity: in recent years, both companies have developed into fully-fledged Houses of Brands. Kruitbosch carries PENDLR as a wholesaler and Cortina for bicycles, of course, while Tradekar has brands such as Spinder and Pro-User under its wing with House of Leisure Brands. This organisational structure makes the exchange of knowledge, strategy and branding even more valuable.
Pro-User & Spinder: Two brands, two characters
Tradekar is proud of its House of Leisure Brands, within which Pro-User and Spinder each have their own identity. Pro-User focuses on broad availability, including via online channels, while Spinder is positioned more exclusively. It focuses in particular on selected dealers where personal contact and experience are central. ‘We see it as a strength that we can offer both volume and exclusivity,’ says Jeroen.
This positioning fits seamlessly with PENDLR's ambition to be at the forefront of micro-mobility and smart urban mobility solutions.
A rich history, with an eye on the future
Tradekar has been in business for over 40 years and is a typical family business. Originally starting out as an importer of automotive products from Asia, in recent years they have made a clear shift towards the leisure market. Bike carriers, camping accessories and off-grid solutions now form the core of their product range.
The acquisition of Spinder in 2013 proved to be an important turning point. The brand was revitalised with a strong rebranding and a clear focus: products that you want to see, feel and experience in the shop. This approach fits perfectly with PENDLR's vision of customer experience and dealer support.
Quality and innovation, with the user at the forefront
Developments are happening fast: from new mounting systems to instructional videos that make use easier. Attention is paid to ergonomics, safety and changing bicycle types. Input from customers and dealers is actively sought. ‘It just has to be simple: put your bicycle on, click, go. That's what it's all about,’ says Marjolein.
Tradekar and PENDLR are also working together to find the right course in terms of sustainability. Tradekar is taking a more sustainable approach to packaging, considering lighter materials and calling in experts to provide insight into their impact. At PENDLR, we recognise this ambition. With initiatives such as the ‘Sustainable Choice’ label, we believe that real progress lies in collaboration.
A partnership built on trust
What makes this partnership so powerful is the open communication and mutual trust. ‘The lines of communication are short, mistakes are resolved, and we keep a close eye on each other's interests,’ says Jeroen. Whether it's logistics, service or marketing, there is coordination at every level. And that pays off.
Finally: the same language, the same course
As family businesses, Tradekar and PENDLR share a DNA of commitment, flexibility and customer focus. We speak the same language: whether it's about brand building, mobility or simply “getting things done”.
This collaboration feels like a logical step forward, and at the same time, it is only the beginning. Together, we want to continue to grow: with strong brands, smart innovations and an ever-increasing impact.
Bram van Duinen
Performance Marketeer
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