Hövding enters Selfridges through partnership with Smartech

The Swedish company, known for its innovative airbag for urban cyclists, has joined forces with the tech concession, taking its UK distribution up a gear and bring its latest version Hövding 3 to retail at Selfridges.

Hövding has partnered with tech concession Smartech to retail the latest version of its cutting-edge cycling airbag, Hövding 3, at Selfridges Oxford Street, following a successful European market launch in September.

Hövding 3 is the latest innovation in smart cycling technology and brings a more connected experience to cyclists. Its unique algorithm registers movements 200 times a second, developed through collecting data from over 3,000 simulated accidents and 4,000hours of cycling. It retains a patented advanced airbag system, providing 8 times better protection than traditional cycling helmets.

As the latest addition to the Hövding range, the Hövding 3works with an app which tells cyclists how far they have cycled. This cycling data can be aggregated and used to plan better city infrastructure by identifying areas where accidents occur frequently and routes that most cyclists tend to use. This smart connection also includes an In Case of Emergency (ICE) function that will send up to five next-of-kin contacts a text message in the event of an accident, including coordinates of the accident site. These upgrades break new grounds in cycling technology and safety, making this partnership with Smartech a natural fit for the Swedish company.

Smartech is one of the fastest growing concessions operating in Selfridges, reflecting the increasing demand for smart wearable tech. It has become a one-stop shop for consumers to get their hands on the latest offerings from innovative and forward-thinking brands, ranging from Gillette to Segway.

The partnership is very interesting for Malmö-based Hövding, as its new foothold in one of London’s most premium retail destinations will introducethe company to a wider customer demographic this festive season, through an interactive in-store and retail experience.

Fredrik Carling, CEO at Hövding commented, “Our growth across our key markets in Sweden and Denmark has not only come through cycling shops, but also lifestyle and gift shops. Hövding is more than just a piece of cycling kit – it’s technology that is part of peoples’ lifestyles and improves not only safety while travelling, but their way of living. Our new partnership with Smartech will be pivotal in helping us to make cycling safer for new audiences.”

Nathalie Bernce, Smartech CEO commented, “Hövding has always been at the forefront of innovation in its field, and the purpose behind its technology is truly remarkable. At Smartech, our mission is to showcase the latest innovation products from around the world and we focus only on the most forward-thinking brands from the industry. We’re thrilled to bring Hövding to life at Smartech”.

Hövding 3 is now available for purchase in-store at Smartech, Selfridges Oxford Street.

Prices start at £249 for the Hövding 3.

For more information, please contact the Hövding team:

Melissa Mathewes and Daryl Ho

Manifest London

hovding@manifest.london

T: 0203 137 9270