Dutch E-Bike Maker Huyser Rebounds After Bankruptcy
Netherlands, Friday, 10 January 2025.
Huyser, a Dutch e-bike manufacturer, is relaunching with new models after last year’s bankruptcy, signaling recovery in the Netherlands’ green mobility sector.
Financial Rescue and Leadership
Thanks to external financing, Huyser will continue operations under the leadership of founder Peter Smit, who established the company in 2017 [1]. The brand, which began as a house brand of Peter Smit Tweewielers, had expanded to distribution through more than 200 bicycle shops before its bankruptcy in November 2024 [1][2].
Recovery Strategy and Timeline
The company’s immediate focus is on selling existing e-bike inventory, with plans to launch new models by mid-2025 [1]. The revival includes reinstating technical support, after-sales service, storage, and distribution operations [1]. Huyser’s distinctive approach centers on self-designed e-bikes with an emphasis on Dutch design, primarily focusing on electric city bikes and cargo bikes [1][2].
Industry Context and Challenges
The bankruptcy was attributed to overestimating market demand, resulting in significant unsold inventory [1][2]. The company faced debts exceeding €4 million, including approximately €2.3 million owed to Rabobank [2]. This situation reflects broader industry challenges, as several Dutch e-bike manufacturers, including Stella and Amslod, have also declared bankruptcy recently [1].
Manufacturing and Supply Chain
Prior to its bankruptcy, Huyser’s operations were affected by complications between a Chinese parts supplier and a Slovak assembly company [2]. The company’s base in Moordrecht, South Holland, served as its operational headquarters [2]. The relaunch represents a significant effort to overcome these previous supply chain challenges and establish a more sustainable business model [1].