Kruitbosch has sold Hellorider to Waterland Private Equity
Hellorider
Hellorider is a leading bike leasing platform in the Netherlands, backed by the family office of Kruitbosch, one of the country’s top bike retailing groups. Since its inception in 2020, the company has experienced remarkable growth, quickly becoming one of the leading bike leasing providers in the Netherlands. Hellorider initially developed a platform for car leasing companies to expand their offerings to include bike leasing for corporate clients. By integrating all key stakeholders — leasing companies, corporates, employees and bike dealers — into a single, streamlined platform, the company created a seamless experience for users. The proprietary platform is integrated with around 1,500 independent bike dealers, offering customers access to more than 200 bike brands, including a significant selection of e-bikes. To date, more than 300,000 employees have access to a bike leasing program through Hellorider.
The Deal
After a comprehensive process involving both strategic and financial investors, as well as national and international parties, Hellorider has found a partner in Waterland Private Equity to fuel its next stage of growth and further develop its platform. Waterland, through its portfolio company NFP Group — the market leader in employee benefits in the Netherlands — already possesses a comprehensive understanding of the broader smart mobility and employee benefits industry, making Hellorider an ideal fit within its current portfolio.
Our Perspective
Øyvind Bjordal, Lincoln International Managing Director who led the transaction, commented, “We are delighted to have supported Kruitbosch and Hellorider in securing the ideal partner in Waterland to continue their impressive growth trajectory. This transaction reinforces Lincoln’s position as a leading mergers and acquisitions advisor in the bike leasing sector, marking our fifth successful transaction in this space since 2020.”
Waterland Private Equity
Waterland is a leading European private equity fund, supporting entrepreneurs in realizing their growth ambitions. With substantial financial resources and committed industry expertise, Waterland enables its portfolio companies to achieve accelerated growth both organically and through acquisitions. Through almost 25 years of experience, Waterland has made more than 1,100 investments and manages more than €14 billion of investor commitments.
Lincoln’s deep expertise in the bike leasing industry and strategic foresight were instrumental in securing a successful transaction with Waterland, a recognized investor committed to innovation in sustainable mobility. Despite the complexities of the business models involved, the deal team skillfully navigated the process to a successful close. We are excited about the future as Hellorider and Waterland join forces to establish the leading provider of bike leasing in the Netherlands, making employees' daily commutes greener, healthier and more sustainable.
Meet our Senior Team
I enjoy leading clients and realizing their objectives, while structuring solutions to issues that are both intriguing and challenging.
Øyvind Bjordal
Managing Director | Head of Switzerland
Zurich
View More Transactions in Consumer
Any information or testimonials contained in this post may not be representative of the experience of other clients and is no guarantee of future performance or success.