70 years of Kruitbosch: from traditional wholesaler to the partner in micromobility
Aug 1, 2025
•Bram van Duinen•4 min. reading timeToday, we celebrate a significant milestone: Kruitbosch is 70 years old! Since 1955, we have been active in the bicycle industry. What started as a small family business in Zwolle has grown into a trusted name in the sector. We are proud of what we have achieved and continue to look to the future with the same passion and values.
How it all began
In the early years, Grandpa Kruitbosch would lower bikes with ropes from above in his local wholesaler's shop. Orders were sent out with a cargo bike, and new orders were written on slips of paper for the delivery person.
As demand grew, the business grew with it. In 1973, Kruitbosch outgrew its space and moved from the city center to just outside of Zwolle. A former steel construction company at Vondelkade 70 was transformed into a warehouse. With a team of six, they worked daily to fulfill bicycle parts orders. Everything was still done by hand: orders came in handwritten, bicycle parts were sorted alphabetically on shelves, and trucks were unloaded manually. “We’d give the tires a good push from the truck,” recalls Gerard Lindeboom, who is retiring this year after 49 years of service. “That’s how they would roll into the warehouse on their own.”
“My father used to drive to Zwolle himself to pick up parts. Sometimes my brother and I could go with him, before school started.”
Jan van Dalfsen, Rijwielhuis van Dalfsen
The transition from Kruitbosch to PENDLR
A lot has changed since then. Since the end of 2023, Kruitbosch’s wholesale business has been operating under a new name: PENDLR. The trusted people, service, and products have remained, but with a fresh identity and forward-looking direction that not only maintains the focus on bicycles and bicycle parts, but also embraces a clear vision for the rise of micromobility.
In the past, bike shops would pick up their parts during lunch hours, but today much of the process is automated. However, the core of our work has remained the same: service, reliability, and expertise. With PENDLR, this approach continues, but with a clear future vision: we want to be more than just a traditional wholesaler in bike parts and accessories; we want to be the partner in micromobility.
All light, healthy, and sustainable means of transportation for daily commuting in and around the city. Think of cargo bikes, folding bikes, but also the familiar city bike and e-bike.
Reshaping daily commutes
Micromobility is not a temporary trend, but a necessary development. The way people move is changing rapidly, and we don’t just want to follow this change, we want to lead it. By offering the right parts and accessories that make daily commuting more flexible, efficient, and greener, we contribute to the livability of cities. We focus on light, healthy, and sustainable modes of transportation, such as cargo bikes, longtails, folding bikes, city bikes, and especially the related parts and accessories.
Cities are under pressure due to challenges like limited space, accessibility, and air quality. This calls for new solutions, and we see that municipalities are increasingly taking measures to promote micromobility, such as emissions-free zones and car-free neighborhoods. This presents huge opportunities for our industry. Bicycles and other forms of micromobility are often faster, more sustainable, and more practical than cars or delivery vans. Where it all began 70 years ago with cargo bikes, orders are now once again being delivered with, you guessed it: cargo bikes.
Our mission is clear: reshaping daily commutes. We aim to seize the many opportunities that micromobility presents, together with our dealers, and contribute to a more sustainable and efficient future of transportation.
The partner in micromobility
We offer a wide range of over 23,000 products from more than 160 brands, with special attention to sustainable products. At the same time, we continue to invest heavily in micromobility. We closely monitor market developments and continuously adjust our offering to meet today’s needs. In doing so, we remain committed to our trusted service: fast and reliable delivery, as well as expert support for our partners. We are more than a wholesaler; we are the partner in micromobility.
Become a customer of PENDLR
The demand for sustainable, efficient transportation is growing rapidly, and we want to seize those opportunities together with you. Whether it’s the right parts, innovative accessories, or tapping into the latest mobility trends, we have everything you need to stay ahead.
Together, we’ll make daily commutes more flexible, efficient, and greener. Become a customer of PENDLR today!
Bram van Duinen
Performance Marketeer
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We make the daily commutes in and around the city more flexible, efficient and green. We are your partner in micromobility.
