Third-generation Nijland looks to expand reach in adapted bicycle market
Comments Off on Third-generation Nijland looks to expand reach in adapted bicycle marketSource: Nieuwsfiets
Boasting three generations of successful family business, LEVA-EU member Nijland Cycling, a custom bicycle manufacturer, plans to raise its brand awareness with dealers and customers. It is rolling out a new version of its Suelo e-bike, comprising a new design configuration, which will also be introduced to other models in its range.
Nijland Cycling has been in operation for over thirty years, with its origins as a company arising when grandfather Anton Nijland, a bicycle technician who ran his own shop, produced a tricycle which enabled a disabled girl to travel to school again. Since then, more and more people requested him to make a customised bicycle, which eventually led the company to become a national player in the adapted bicycle market.
After working at different companies for over eight years, third-generation family members Koen and Luuk Nijland have been working at Nijland since 2019, where Luuk brings technical expertise, and Koen a background rooted in business and finance. From seeing their parents’ successful operation of Nijland, they had ambitions of taking over and developing it further.
Nijland states that the company is mostly centred around mobility and independence.
“The best thing about our work is that you can change people’s lives. If someone becomes or remains mobile again thanks to a bicycle, that makes a huge difference.”
Increasing accessibility with mobility
The company has said that most of their customers are elderly people, with some of them feeling that they can no longer ride a bike safely.
“People have often fallen and are afraid to ride a regular bike again. With a tricycle, they can still keep moving and remain independent. The demand for adapted bicycles is growing partly due to the aging population. People need to live independently at home longer and remain mobile. This increases the demand for solutions like adapted bicycles. Moreover, people increasingly want to stay active and healthy. A changing image of adapted bicycles also plays a role. In the past, there was sometimes a stigma attached to them. These days, these bicycles look better and are more often seen as a conscious choice rather than an aid.” summarised Nijland.
Ambitions to expand dealer network
On its plans to increase dealership participation in the coming years, Nijland acknowledges:
“Many people aren’t familiar with our products yet. If they’ve been here or seen our bikes, we often hear: ‘Oh, we didn’t know that.’ We want to change that. A year and a half ago, we updated our corporate identity, launched a new website, and moved into a new building.”
“That means we’re ready for the next step. That’s why we’re looking for dealers who are truly committed to this segment. Selling a custom bike is different from selling an e-bike. It requires time and attention,” adds Nijland.
In terms of differentiating itself, Nijland offers customer guidance and support with a fitting advisor who supports dealers with fittings, as well as complex mobility issues, especially for tricycles.
For retailers, it offers specific help for each customer scenario, specialist advice on mobility issues, and additional security for when they sell to customers who have medical or functional limitations.
It also anticipates that the new version of its Suelo e-bike will appeal to a wider group of dealers. Equipped with an extremely low and comfortable step-through frame, described by Nijland as having the lowest entry on the market, its design represents the start of a new generation.
Suelo e-bike signalling a new design generation
Aimed at users who may need extra support or stability for mounting or dismounting, its design can cater to riders of 155 to 200 cm, due to its versatile handlebars and saddle, which can be adapted to suit different body heights.
Its low step-through frame configuration was made possible by adjusting the motor placement forward further on the frame, enabling more space within the bike’s step-through area, as well as re-positioning the bottom bracket and saddle, to create ergonomic pedaling with a greater amount of space for mounting /dismounting. The new design geometry supports riders to stand with both feet being on the ground when stationary.
The Suelo provides start-up assistance of up to 6 km/h, which is activated via throttle. Its mid-motor can be adjusted to various support levels, according to user needs. The bike is also equipped with wide Schwalbe tires, which absorb shocks and bumps from the road, for added user comfort. Its standard battery has a 530 Wh capacity, and for riders requiring a longer range, a 625 Wh battery is available.
The e-bike is expected to be available for dealers before summer.
Product development at Nijland Cycling
The majority of Nijland Cycling’s development is conducted in-house, from product development to assembly.
“This allows us to quickly improve and respond to user feedback. New products are often developed based on customer experiences. We listen carefully to what people need in practice. If users indicate that something could be improved, we take it seriously,” explains Nijland.
The future of Nijland Cycling
Nijland has emphasised a clear ambition for the future, consisting of business growth and raising its profile.
“We’re two young entrepreneurs and we want to keep this company going for another thirty years. The foundation is already there, but in the coming years, we want to show what we can do and what we stand for,“ concludes Nijland.
