PENDLR visits Brooks England with dealers: craftsmanship, inspiration and a look ahead
7. Apr. 2026
•Bram van Duinen•3 Min. LesezeitLast week, we travelled to Birmingham together with a group of dedicated Brooks dealers, the place where the iconic brand Brooks England has had its factory for many years. For two days, we immersed ourselves in the story behind the brand. What we saw, felt and learned? We’re excited to share it with you.
Craftsmanship that resonates
During the factory visit, it became immediately clear: this is where things are truly made. By hand, with care and pride. We walked through the factory together and saw how each saddle comes to life step by step. No mass production, but pure craftsmanship. And that made an impression. “You can really feel the history and passion here,” said Cyrill Chermin (Off the Map). “This is exactly the story we want to pass on to our customers. It makes the product so much stronger.”
Emile Verhagen (Rat Bikes) also recognised the strength of this process: “It’s special to see how much manual work is still involved. It explains why Brooks is such a unique product and why customers truly choose it.”
For me, it once again confirmed how valuable these kinds of experiences are. It’s much more than a behind-the-scenes look, it brings energy and builds confidence in the brand. As Erwin Gorter (Gorter Fietsen) put it perfectly: “You’re not just selling a saddle, you’re selling a story.”
The photos above were taken by Cyrill from Off the Map (@serialcee).
Looking ahead together
On the second day, we took a deeper dive together. Jacopo Porreca, Brand Manager at Brooks, guided us through the latest developments within the brand. From innovations in materials to new product lines, everything focused on the future of the market.
What stood out most was how closely these developments align with the challenges dealers face today. “It’s great to see that Brooks really listens to what’s happening in the market,” said Marco de Wit (Bike4Travel). “The new products better match customer needs.”
Tiemen Eefting (Xycletracx) recognised this from his own experience: “Consumers expect more and more value. The innovations we’ve seen help us respond to that demand more effectively.”
PENDLR as a connector
“At PENDLR, we believe these kinds of moments truly make the difference,” says Erik Westerlaken, Brand Ambassador for Brooks at PENDLR, who also joined the trip to Birmingham. “For me, it’s not just about supplying products, but about connecting brands and dealers. By traveling together, sharing knowledge and gaining experiences, we help our dealers strengthen their position in the market and better respond to the needs of the end consumer.”
“At PENDLR, we are more than a wholesaler. We actively support our customers in staying ahead when it comes to the end consumer.”
Moving forward, stronger together
What we saw, felt and learned in Birmingham clearly shows the power of collaboration. What started as a behind-the-scenes visit turned into new energy, inspiration and an even stronger belief in the brand.
As Cyrill put it perfectly: “I was already a fan of Brooks, but now I’m an even bigger fan.”
We look back on two inspiring days and will now work together with our dealers to turn these insights into concrete opportunities in the market.
Seize opportunities together
What we experienced in Birmingham is something we want to bring back to the shop floor together. Do you also want to strengthen your position in the market with brands that truly have a story? And seize opportunities in a market that is constantly evolving? Join PENDLR and discover how we help you grow with the right products, knowledge and support. Are you in?
Bram van Duinen
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