PENDLR and Brooks provide stylish commutes
Jul 16, 2025
•Bram van Duinen•6 min. reading timeWithin 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 connection
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.
Behind the scenes
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.
Bram van Duinen
Performance Marketeer
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