Press release -

Hövding gears up in Germany with strong new partnership

Swedish firm Hövding is taking its business up a gear in the German market through a strong new agency partnership with ALPINA Sports, part of the market-leading UVEX Group in Germany. Sales of Hövding’s airbag for cyclists have shot up in Germany in recent years. The new business model ensures an even greater presence in the German market, with broader sales channels and marketing.

Alpina Sports GmbH currently sells and develops cycle helmets, ski helmets and sports eyewear, and now it is further expanding its portfolio to include Hövding’s airbag for cyclists. The partnership in Germany and Austria will launch on 1 January 2022.

“We and the market are more than ready for this partnership and for a more direct presence in Germany. Entering into a collaboration with a strong and established player such as Alpina Sports is an important step for us. Their network in the bike and sports segment will boost our presence and allow for more direct contact with our customers, along with greater investment in marketing than before. With Alpina Sports’ help, we look forward to protecting even more cyclists,” says Hövding’s CEO Fredrik Carling.

Hövding is the world’s first airbag for cyclists, designed as a discreet collar that riders wear around the neck. The airbag is folded into the collar, along with Hövding’s advanced sensors, which monitor the cyclist’s patterns of movement and react when an accident happens. The deployed airbag inflates into a hood that supports the neck and provides the world’s best shock absorption. 

“Alpina protects people with helmets and sports eyewear when they’re cycling and skiing, which is why our resellers and partners have put their trust in us for decades. Through this trust, and the high level of protection that Hövding’s airbag for cyclists is known to offer, we’ll be able to expand our portfolio and make urban safety available to an even larger target group,” comments Patrick Hebling, Director Business Unit Brand & Sales at ALPINA.

Topics

  • Economy, Finance

Contacts

Related content

  • Hövding’s airbag safest according to major French cycle helmet test

    No cycle helmet has ever offered as much protection as Hövding’s – that is the conclusion of extensive cycle helmet tests conducted by the independent French testing institute Certimoov at the University of Strasbourg. Hövding’s airbag for cyclists demonstrates superior protection and drastically reduces the risk of brain injury, according to the report.

  • HÖVDING YEAR-END REPORT 2021 - A year of transformation

    In 2021, Hövding has undergone major changes operationally as well as financially. The changes have resulted in an improved gross margin and lower fixed costs in relation to sales. Read the HÖVDING YEAR-END REPORT 2021.

  • Hövding appoints new CEO

    Sofia Svensson has been appointed new CEO of the innovative Swedish company Hövding. Fredrik Carling will leave his role as CEO after ten years and Sofia Svensson will succeed him in the first half of 2022.