70 years of Kruitbosch: from traditional wholesaler to the partner in micromobility
Today, 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.” 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. 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. 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!
Aug 1, 2025
•Bram van Duinen
•4 min. reading time
PENDLR becomes the exclusive distributor of WOWOW in the Netherlands
The Belgian brand WOWOW, a specialist in visibility and safety for cyclists, walkers, and commuters, has signed an exclusive distribution agreement with PENDLR. As of August 1, PENDLR will take on the exclusive distribution of the WOWOW range for the Dutch market. Ideal partners With over twenty years of experience, WOWOW sees PENDLR as the ideal partner to further develop the brand in the Netherlands. "The Netherlands is an important growth market for us," says Alexander Van den Steen, International Sales Manager at WOWOW. "With PENDLR, we have a partner who knows the market inside and out and shares our values around safety and visibility. Together, we can reach and protect cyclists and other road users even better." Valuable addition PENDLR considers WOWOW a valuable addition to its existing offerings for bike retailers and urban commuters. Thanks to a strong dealer network, a focus on brand experience, and support on the shop floor, PENDLR offers the Belgian brand a solid platform to grow in the Netherlands. "We believe that visibility and safety don't have to be compromised, but rather offer opportunities for differentiation in the store," says Ilse Michiels, Brand Manager at PENDLR. "WOWOW combines functionality with surprisingly strong design. This fits perfectly with our mission to make daily commuting in and around the city not only more flexible, efficient, and sustainable but also safer." Want to add WOWOW to your assortment? Are you ready to offer your customers the top quality of WOWOW? Then become a customer of PENDLR and add the innovative WOWOW range to your offering. Together, let's ensure more visibility and safety on the road!
Aug 1, 2025
•Bram van Duinen
•2 min. reading time
PENDLR and PCS Fietsspecialist: United in a fast-moving market
Recently, we visited PCS Fietsspecialist, where we spoke with father and son Remco and Sander Steinz. About 45 years ago, Remco started a bike shop together with his parents and brother. Today, his son Sander is also active in the business and has been running his own store under the same name for five years. Although they each have their own physical location, they work closely together. We talked to them about their early years in the bicycle industry, their strong family bond, their vision on the evolving market, and their long-standing partnership with PENDLR. From Vinyl Records to Bicycles PCS Fietsspecialist was founded in the 1980s, when Remco and his family decided to open their own store. “We actually had no experience with bicycles,” Remco recalls with a smile. The original product range was far from traditional: customers could buy not only bicycles, but also vinyl records, jeans, and mopeds. That unusual mix formed the foundation of the family business PCS Fietsspecialist has become today. The early years were challenging. With limited resources and knowledge, the family built up the shop step by step. They took turns working in the store while juggling other obligations. Remco and his brother were still in school, and their parents also had jobs on the side. The inventory was small, so creativity was essential. “It was a real balancing act back then,” Remco says. But through perseverance and determination, PCS Fietsspecialist quickly grew into a trusted name in the region. “We started with an American concept: we sold vinyl records, jeans, and of course mopeds and bicycles.” From Global Events Back to the Shop Sander grew up surrounded by bikes, but initially chose a different path. He found his passion in the event industry and traveled the world organizing large-scale events. When the COVID-19 pandemic brought that sector to a standstill in 2020, it created an opportunity for reflection. “It felt like the natural moment to step in,” says Sander. With fresh eyes and new experience, he brought immediate innovation to the business. He gave the store a modern look and shifted focus toward high-quality electric bikes. “E-bikes are really exciting these days,” he says enthusiastically. “The technology and possibilities are vast, and that’s what I find fascinating.” Tradition and Future: Father and Son at the Helm The relationship between Remco and Sander is a balance of experience and innovation. While Remco is a bit more cautious these days, Sander looks ahead and thinks strategically about the next steps. That sometimes leads to different approaches, but it’s exactly this dynamic that gives them strength. “He’s often still focused on this year, while I’m already thinking about next year,” Sander jokes. Still, there's a lot of mutual respect. Sander appreciates the strong foundation his father laid: “Because of that groundwork, I was able to make big strides quickly.” At the same time, Remco sees much of himself in his son: “I’ve become a bit more reserved, but sometimes he has to experience things for himself. That’s how it went between me and my parents too.” They admit that work and private life often blend together in a family business. “Sometimes we have to remind ourselves not to talk about work at Christmas,” Sander laughs. Cycling Is Becoming a Complete Lifestyle One major trend Remco and Sander have noticed is the growing demand for accessories. As cities become more crowded, more people are leaving the car behind and using bikes as their main form of transportation. This brings new customer needs. Cyclists are looking not only for a good bike, but also a complete setup that fits their daily routines. “We’re seeing more demand for full packages,” Sander explains. “A premium pannier bag for groceries, a stylish helmet for added safety, a reliable lock, a mirror for city traffic. People increasingly see their bikes as a true alternative to the car.” Remco adds that the shift toward electric bikes is accelerating this change. “People want to invest in quality, including accessories that make riding even more comfortable.” “There’s more to it now. Customers don’t just want a good lock and a nice bag — accessories like mirrors and helmets are becoming more and more popular. It’s really turning into a total package.” A Partnership of Over 25 Years Remco has been working with PENDLR (formerly Kruitbosch) for over a quarter of a century, and that long-standing partnership has proven invaluable. “We’ve been working with PENDLR for more than 25 years, and we’ve always been satisfied,” he says. “They deliver what we need and are reliable.” When Sander joined the company later, it was a natural choice to continue the collaboration. “Continuing with PENDLR was an easy decision,” he explains. “When you see how well everything runs and how much trust there is, there’s no reason to question it.” What makes this partnership so strong is the consistency and reliability that PENDLR offers. Their product range is not only broad and up to date, but almost always in stock. “What we need is simply available,” Sander says. “That might seem obvious, but during busy periods it really makes a difference.” “We’ve been working with PENDLR for more than 25 years, and we’ve always been satisfied.” A Future Full of Ambition Looking ahead, Sander has big plans. He wants to continue innovating, with a strong focus on service, quality, and customer experience. One of his ideas is to open a larger, joint store where all locations come together. Remco looks to the future with confidence. He is gradually stepping back, but remains involved in the business he helped build. “It’s great to see how Sander is charting his own course and shaping the future of the company.” PCS Fietsspecialist shows the power of a family business where tradition, innovation, and passion go hand in hand. With a focus on quality, service, and progress, father and son continue building a bright future — together.
Jul 27, 2025
•Bram van Duinen
•5 min. reading time
PENDLR and Brooks provide stylish commutes
Within the assortment offered by PENDLR, the British brand Brooks England holds a strong position. This is reflected in the role of Erik Westerlaken, who serves as Brand Ambassador. NieuwsFiets.nu spoke with him and Category Manager Remco Lagendijk about the search for dealers that align with this exclusive brand. Close cooperation Erik Westerlaken started at PENDLR on October 1st last year as Brand Ambassador for the brands Brooks England and Eovolt, the electric folding bikes. His position differs slightly from that of the other account managers, who represent all brands. This allows him to focus more attention on PENDLR’s exclusive labels. “My role is actually a blend of sales and marketing. Because of the close contact with the team at Brooks, market feedback reaches them quickly. This contributes to future product development and service. I also look at ways to bring Brooks closer to the end consumer,” he says. A tailored approach Remco Lagendijk, with a background at Shimano and Craft Sportswear, is Category Manager at PENDLR and responsible for Brooks England. “This is a niche brand that requires a different approach than other brands. PENDLR has been working with Brooks England for a long time. The brand has been part of the Selle Royal Group for many years. Brooks focuses strongly on innovation while staying true to its origins and purposefully choosing a different path. That calls for more selective distribution, which we are now able to concentrate on.” Westerlaken focuses on the Dutch market only, since Brooks England works with different distributors abroad. A behind-the-scenes experience Within the cycling trade, there is no need to explain what Brooks England is or what it represents. “It’s a brand with a rich heritage and a beautiful story worth telling. Everyone knows Brooks for the leather saddles, but the brand has evolved with a second saddle line and bikepacking bags. We see that this part of the range is still unknown to many. There is a lot of potential in upgrading bikes with beautiful accessories,” says Westerlaken. Together with a colleague, Lagendijk and Westerlaken recently visited the Brooks England factory in Birmingham, where the leather saddles are made. They were given a detailed look behind the scenes and got to know the Brooks team better. “When you walk through the factory, you see how much craftsmanship is still involved. A Brooks saddle may carry a relatively high price, but once you see how it is made, you completely understand why. Everything is handmade. Dedicated people work together, step by step, on a single saddle. It’s impressive to see how much passion and skill goes into it, with incredible attention to detail. There is very little automation involved.” “Some machines are more than a hundred years old, and the production process has hardly changed,” adds Lagendijk. “Some steps are still done exactly as they were sixty years ago. In some cases that could be a disadvantage, but here it works in their favor. There’s a growing group of consumers who are looking for artisan products, whether it’s leather, wood, or steel. Brooks England fits perfectly in that renewed appreciation of craftsmanship.” PENDLR as Brooks Repair Center PENDLR recently completed advanced technical training in Birmingham to become an official Brooks Repair Center. Some saddles could already be repaired by PENDLR’s service and warranty department, but soon they will also have special tools that allow them to repair almost any Brooks saddle, even the more complex ones. “Unless the leather is completely torn, of course. But with the new service we can offer, a Brooks saddle becomes a truly durable product,” says Westerlaken. “If someone’s saddle breaks, even outside of the warranty period, it is still worthwhile to have it repaired. That saddle is already broken in and fits perfectly. If it can be repaired, that’s ideal. Breaking in a new saddle is quite a process.” Sometimes the saddle rail breaks. “Normally the rail is machine-pressed into the nose piece, with more force than you could apply by hand. That makes repairs challenging, but soon we’ll be able to offer this service in-house,” Westerlaken explains. “Brooks England designs their saddles with the question in mind: how could this be repaired? That’s why nearly all parts are available individually.” Brooks focuses on the person behind the bike PENDLR takes a broad approach to the mobility market. As more cities restrict car access, more people turn to bicycles as a means of transport. The bicycle becomes an extension of the individual. “People want to show who they are. Brooks also looks beyond just the cyclist. The bags can be used both on and off the bike. Brooks now focuses more on the person behind the bike, which fits well with PENDLR’s philosophy,” says Lagendijk. According to the Category Manager, Brooks mainly appeals to lifestyle-oriented consumers. “Take gravel biking, which is hugely popular. Even within that group, there are two types. On one side you have competitive riders, and on the other, adventurous cyclists who ride for fun and relaxation. That philosophy matches perfectly with Brooks England. Many gravel riders also use their bike for everyday trips and want to show that. Brooks England serves that purpose and therefore aligns well with PENDLR.” “The versatility of gravel bikes plays an important role here. You can fit a removable rack and carry several bags, making it ideal for urban mobility too.” Social rides and factory visits planned Later this year, PENDLR and Brooks England will organize a special ride-out for dealers. Next year, they are looking into taking a select group of dealers to the factory. “That is really valuable. When entrepreneurs see with their own eyes the passion behind the product, the brand truly comes alive,” predicts Westerlaken. “We are also looking into ways to support our dealers at the point of sale. A better store presentation helps increase sales.” Will you be the next Brooks dealer? Do you want to be part of the exclusive Brooks network, visit the Birmingham factory with us, and take part in inspiring social rides? Join PENDLR and discover what this iconic brand can mean for your store. Become a PENDLR customer today.
Jul 16, 2025
•Bram van Duinen
•6 min. reading time
Cargo bikes and LEVs as a smart alternative for urban and business transport
Cities are facing stricter environmental regulations, increasing traffic congestion, and a growing demand for clean, efficient delivery options. While sustainable transport was long primarily an ambition on paper, we are now seeing a clear shift toward tangible applications in practice. New vehicle concepts, technological innovations, and smart collaborations are making it possible to truly reshape urban logistics. For fleet owners and logistics planners, this means exploring, experimenting, and investing in flexible solutions that align with the dynamic nature of the city. Sustainable Urban Mobility on the Rise More and more companies are choosing cleaner transport solutions within city centers. In addition to electric vans, cargo bikes are becoming increasingly popular. One alternative that is gaining ground is the longtail bike, an extended bicycle with a large rear rack. These bikes offer a strong combination of load capacity and agility, and are easier to park than traditional cargo bikes. They are also suitable for a wide variety of transport needs. Innovations such as smart trailers make it possible to temporarily convert a regular bicycle into a freight bike with added cargo capacity, without requiring a major investment. Light Electric Vehicles (LEVs) for Efficient Urban Logistics The number of Light Electric Vehicles on the market is growing rapidly. These compact electric vehicles, known from examples like the delivery vehicles used by Picnic, are designed for efficient urban mobility. Many LEVs are equipped with pedals but no chain, using a drive by wire system for propulsion. Because they are legally classified as bicycles, no driver’s license is needed to operate them. This makes them especially attractive to employers and fleet owners, who can assign a wider group of employees to urban delivery and service tasks. Low Total Cost of Ownership and High Vehicle Availability Fleet managers are focused on keeping the cost per kilometer low and avoiding unnecessary downtime. For transporting heavier goods in urban areas, LEVs offer a strong solution. Their cargo space is often designed to fit standard roll containers. Cargo bikes can also serve well in business use, provided they maintain high availability and low operational costs. PENDLR works with a nationwide network of mobile repair partners. Through smart inventory management and next day delivery of spare parts, repairs can be carried out quickly, keeping your fleet running smoothly. PENDLR is also launching test programs to include LEV components in its product range. The goal is to soon offer a complete parts package that covers both cargo bikes and LEVs. Are you a fleet manager exploring sustainable urban transport? Get in touch with us. Together we can explore the options and share valuable insights.
Jul 14, 2025
•Bram van Duinen
•3 min. reading time
Daily travels in and around the city more flexible, efficient and green. We are your partner in micromobility.
