Vredestein, the Dutch tyre manufacturer under Apollo Tyres Ltd, has bolstered its presence in the cycling sector by partnering with The Plus Company, a distributor specialising in high-quality bicycle brands. This collaboration grants Vredestein access to an extensive network of specialised dealers and integrates the brand into a portfolio that already includes several established names in the industry.
The Plus Company has solidified its position in the bicycle product distribution market over recent years. Its current offerings include KTM Bikes, components from Token and SXForce, and accessories from brands such as PRO-X Elements, 3Action, Powunity Biketrax, and Mac in a Sac. By adding Vredestein to this lineup, The Plus Company strengthens its tyre segment, a crucial product category for both dealers and cyclists.
According to Alexander Hulleman, CEO of The Plus Company, the partnership aligns well with the vision of both companies. “Vredestein has been known for over a century for its focus on technological innovation and product development. The values of Vredestein—innovation, design, and functionality—have been the foundation for the development of their tyres for years. This pioneering mindset perfectly matches our ambition to offer dealers products that are both technically and qualitatively strong,” Hulleman stated.
Over a Century of Tyre Technology
Vredestein boasts a long history in bicycle tyre development, producing its first bicycle tyre in 1910. Since then, the brand has become a recognised name in tyre development, investing heavily in research and development, resulting in numerous innovations in grip, durability, and riding comfort.
Today, as part of Apollo Tyres Ltd, Vredestein continues to play a significant role in developing high-quality bicycle tyres for various applications, from urban commuting to sporty and adventurous rides. A key focus in recent product development is sustainability, with the brand increasingly looking at more efficient production processes and materials that contribute to a longer tyre lifespan.
New Aventura Core Series for Gravel and Adventure
In parallel with expanding its distribution, Vredestein has introduced a renewed gravel tyre line. The Aventura range is expanded with the new Core series, aimed at cyclists who frequently switch between asphalt, gravel, and rougher terrain.
The Aventura Core tyres were developed by Apollo Tyres’ European R&D team and build upon the existing Aventura profiles. The new series features a more robust carcass with a 60 TPI construction, providing extra resistance to punctures and more stable handling on poor or uneven road surfaces.
Within the range, several variants are available, each tailored to a specific riding style or surface. The Aventura Core serves as a versatile all-round tyre for daily use on various surfaces. For cyclists who ride off-road more often or seek loose surfaces, there is the Aventura Grezzo Core. This version has a more aggressive tread pattern that offers more grip and control on sand, gravel, and unpaved paths.
With this expansion, Vredestein aims to tap into the growing popularity of gravel bikes and adventurous cycling, a segment that has seen significant growth in recent years and where e-bikes are increasingly being used.
Available Since February
The new Aventura Core series has been available since February 1, 2026, in various common tyre sizes. Thanks to the partnership with The Plus Company, the tyres are now available through the company’s distribution network for dealers in the Benelux region.
By expanding its offerings and strengthening its distribution channels, Vredestein aims to further solidify its position in the cycling market and meet the evolving needs of both sportive and recreational cyclists.