Tradekar & PENDLR: A powerful connection in mobility and brand vision
In 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. âWe see it as a strength that we can offer both volume and exclusivity,â 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. âIt just has to be simple: put your bicycle on, click, go. That's what it's all about,â 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 âSustainable Choiceâ 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. âThe lines of communication are short, mistakes are resolved, and we keep a close eye on each other's interests,â 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 âgetting things doneâ. 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.
3. Nov. 2025
â˘Bram van Duinen
â˘4 Min. Lesezeit
PENDLR enters into exclusive and sustainable partnership with E-pal
PENDLR is expanding its micromobility range with E-pal, an innovative smart plug that optimises the charging process for e-bike batteries. Thanks to this smart technology, batteries can last up to three times longer, which is good for cyclists and the environment. The collaboration underlines the shared ambition of both brands: to make micro-mobility smarter and more sustainable. E-pal will be available exclusively through PENDLR from November. Smart charging, longer life E-pal has developed a smart plug that can be easily placed between the original charger and the power outlet. Using an intuitive app, the system ensures that e-bike batteries are charged to 75 per cent as standard, significantly reducing wear and tear. Of course, it is also possible to charge to a higher percentage when more range is needed. The app offers features such as charging schedules, a winter mode, insight into charging data and the ability to share plugs within a household. The technology is not only suitable for e-bikes, but also for other light electric vehicles, such as e-scooters and e-mopeds. This makes E-pal a perfect fit for the growth of micro-mobility. Shared vision on sustainable mobility According to Elwin BaijlĂŠ, Category Developer at PENDLR, the collaboration fits perfectly with the company's mission: âWith E-pal, we are adding a product that perfectly embodies what PENDLR stands for: smart innovations that make micro-mobility more flexible, efficient and greener. It is a small innovation with a big impact, both for cyclists and for the future.â Jeroen Huijbers, founder of E-pal, adds: "The idea for E-pal arose from personal frustration. When my own e-bike battery started to deteriorate noticeably after only two years, I knew there had to be a better way. After two years of development, we are proud of a product that helps micro-mobility users get the most out of their batteries without any hassle. In PENDLR, we have found a partner that shares our vision of sustainability and ease of use." Available soon via PENDLR The E-pal smart plug will be available from November via PENDLR. With this, the micromobility partner offers its dealers an innovative solution that contributes to a more sustainable way of travelling. âAt PENDLR, we believe that innovation and sustainability go hand in hand. Technologies such as E-pal show that smart design can really make a difference in the lifespan of components,â says Elwin. âE-pal not only aligns with our sustainability goals, but also offers real added value for both dealers and end users. Together, we are making daily travel more flexible, efficient and greener.â
28. Okt. 2025
â˘Bram van Duinen
â˘3 Min. Lesezeit
70 years of Kruitbosch: Quinten Hofman on his experience in the industry and the already strong collaboration with PENDLR
With his down-to-earth outlook and sharp entrepreneurial spirit, Quinten Hofman (25) is a textbook example of how passion and vision can lead to growth and impact. While many young people dream of starting their own business, Quinten put his words into action at a young age. What started in a shed in Wezep grew into a thriving bicycle shop within a few years: Fiets Weer. As part of Kruitbosch's 70th anniversary celebrations, we visited Quinten and talked to him about his entrepreneurial journey, his view of the industry and his collaboration with Kruitbosch and now PENDLR. First gear: from part-time job to entrepreneurial dream His love for bicycles started early on. âI did a work experience placement at a bicycle repair shop. From that moment on, I knew: this is it,â says Quinten. His career began at Hageman Tweewielers in Berkum, after which he worked for various employers, including a shop in Ermelo that he was supposed to take over, before deciding to strike out on his own. âThe idea was that I would gradually take over the business. But if plans are not translated into concrete agreements, then it comes to nothing.â And so it happened. He bought a toolbox, started from home, and took the first step towards Fiets Weer. From barn to showroom His parents' barn quickly grew into a serious workshop. âIn the beginning, it was just trial and error, but eventually my father had to park his car elsewhere to make room for bicycles, and things started to get more serious.â In 2023, Quinten opened his shop on the outskirts of the centre of Wezep. âWe started with 60 square metres, now we're already at almost 100, and even that's too small.â His shop layout is evidence of thoughtful entrepreneurship. âEverything has to be arranged logically: frequently used products at the front, larger items neatly arranged at the sides.â The power of collaboration: Kruitbosch & PENDLR Quinten Kruitbosch was already familiar with the company from his previous work experience. âThe transition to my own purchasing account was a logical next step,â he explains. That collaboration quickly developed into a stable and supportive relationship. âWhat I appreciate about Kruitbosch, and now PENDLR, is that it goes beyond just supplying products. The network behind it is simply pleasant to work with. Deliveries are fast, the ordering environment is clear, and if there is anything, from warranty to service, it is dealt with quickly.â The support from PENDLR in the areas of shop design and marketing also makes a noticeable difference for Quinten. âThe step-by-step plan used to design my shop not only gave me structure, but also immediately resulted in increased sales. Neatly presented products sell themselves faster, I truly believe that.â This professional approach and personal touch ensure that Fiets Weer does not feel like a number, but a partner.zorgen ervoor dat Fiets Weer zich geen nummer voelt, maar een partner. âThat trust is mutual. I feel that I am taken seriously. My ideas are listened to, and I notice that there is room to contribute my thoughts, including about the future. That gives me energy.â Quinten Hofman - Fiets Weer An entrepreneur with vision What stands out about Quinten is his ability to think creatively. He experimented with selling second-hand bicycles, had his shop professionally designed and is constantly working on the customer experience. âI want to offer customers something unique. People come to me for the personal touch. I don't want to lose that.â The future of the bicycle industry He is positive about the future. âThe bicycle is becoming increasingly important. Not only for recreation, but as a fully-fledged means of transport. I think the longtail bike will replace the cargo bike. And yes, people are also willing to invest more in a good bike. Its value is increasingly being recognised.â He has also noticed a clear increase in demand for accessories. âWhereas people used to be satisfied with just a bicycle bag, they now buy a lot more for their bikes: mirrors, saddles, phone holders, lights or repair kits. Bicycles are becoming truly personalised, functional and stylish.â For him, this development confirms that bicycles continue to play a central role in the daily lives of his customers. Fiets Weer: a story of drive and daring Quinten Hofman is not just any bicycle repairman. He is an entrepreneur with a vision, a driver of change and an ambassador for craftsmanship. His story reflects not only his personal growth, but also the role that a company like Kruitbosch has played for 70 years in strengthening bicycle retail in the Netherlands. In his own words: âI want to do what I'm good at. I outsource the rest. But I do want to know what's going on in my business. Because ultimately, Fiets Weer is my name, my work, my pride.â
1. Okt. 2025
â˘Bram van Duinen
â˘5 Min. Lesezeit
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, Kruitboschâs 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 fatherâs 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 â it literally became one big hole. After that, we created a modern, spacious store, including an upstairs floor with bicycles â clearly visible from the entrance, exactly how I wanted it." A childhood among bicycle parts The collaboration with Kruitbosch goes back to Jan van Dalfsenâs childhood. "Iâve 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 weâll get a sweet. You never forget that." From an early age, Jan became familiar with the people, the warehouse, and Kruitboschâs 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 growerâs family but was more drawn to technology. Entrepreneurship runs in our family." Today, Janâs 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. "PENDLRâs 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 itâs 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 itâs 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."
22. Sept. 2025
â˘Rogier Hoeksma
â˘4 Min. Lesezeit
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, Kruitboschâs 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 âtoo difficultâ for him, he immediately took on the challenge and the rest is history. And as if history repeats itself, years later Mikeâs grandfather, Wimâs 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 Kruitboschâs early years, Widek was already working with the Zwolle based wholesaler. Over the years, the relationship evolved into a direct partnership. âTwo family businesses that complement each other. We bring production capacity, Kruitbosch brings market knowledge and reach,â 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. âThe name has changed and the course has been renewed, but the cooperation still feels just as familiar,â Mike explains. âThe same personal approach and shared drive for quality are still the foundation.â From K3 flags to lightweight seats In the 1990s, the collaboration between Widek and Kruitbosch was boosted by successful childrenâs 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. âWe learned a lot from that,â says Mike. âWith Qibbel Air, we solved those issues â lightweight, ready out of the box and easy to mount. A hit.â 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 companyâs annual electricity needs. âBecause we do everything ourselves, we can produce with great awareness. That is not only good for the environment, but also makes business sense,â 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 PENDLRâs 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.
14. Aug. 2025
â˘Bram van Duinen
â˘5 Min. Lesezeit
We make the daily commutes in and around the city more flexible, efficient and green. We are your partner in micromobility.
