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, Kruitbosch’s 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 “too difficult” for him, he immediately took on the challenge and the rest is history. And as if history repeats itself, years later Mike’s grandfather, Wim’s 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 Kruitbosch’s early years, Widek was already working with the Zwolle based wholesaler. Over the years, the relationship evolved into a direct partnership. “Two family businesses that complement each other. We bring production capacity, Kruitbosch brings market knowledge and reach,” 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. “The name has changed and the course has been renewed, but the cooperation still feels just as familiar,” Mike explains. “The same personal approach and shared drive for quality are still the foundation.” From K3 flags to lightweight seats In the 1990s, the collaboration between Widek and Kruitbosch was boosted by successful children’s 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. “We learned a lot from that,” says Mike. “With Qibbel Air, we solved those issues – lightweight, ready out of the box and easy to mount. A hit.” 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 company’s annual electricity needs. “Because we do everything ourselves, we can produce with great awareness. That is not only good for the environment, but also makes business sense,” 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 PENDLR’s 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.