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A shift in attitude: How Lekker Bikes is selling Dutch cycling style abroad

Back in 2009, industrial designer Meindert Wolfraad identified a gap in the market for practical, comfortable and stylish commuter bikes that would enable Sydney-siders to get around, similar to what he saw growing up in the Netherlands. Now, the brand he established – Lekker Bikes (lekker means ‘yummy’ in Dutch) – has expanded internationally, and become a market leader in the urban e-bike space. It opened a new Brisbane store at the end of 2022, has just released a limited-edition, con