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Five generations of craftsmanship
Van Herwerden, based in Voorburg, has been a trusted name in the cycling world since 1898. For five generations, the family has been known for premium road bikes, custom craftsmanship, and truly personal service.
Where the founder once made his mark with one of the first nationwide bicycle catalogues, current owner Steven van Herwerden set out to deliver that same level of quality online. Together with WHITE, he built a future-proof webshop that brings over a century of expertise into the digital age.
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A technically up-to-date and secure website, thanks to a Craft CMS upgrade and targeted optimizations.
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Innovation is part of Van Herwerden’s DNA. Back in the 1970s, the family made a nationwide name for themselves with a popular printed catalogue. Today, that catalogue lives online. “Our website is our modern catalogue,” says Steven. “Customers need to feel the same passion and professionalism online that they experience in our store.”
In 2016, Van Herwerden began developing a new website. However, the initial collaboration with another agency fell apart just before the finish line, when the developer pulled out. Steven recalls: “I had 90% of a website, but no one to complete it. That left us empty-handed, despite having already made a significant investment.”
Looking for a Craft CMS Partner
In his search for Craft CMS specialists, Steven came across WHITE in 2018. “WHITE responded immediately, professional, and genuinely interested. They said: ‘Show us what you’ve got, we’ll dive right in.’”
WHITE took over the half-finished site, got it live, and gave Van Herwerden the breathing room it needed.
Steven explains: “They took on the challenge, got to grips with the existing code, and made sure we could move forward. That saved us time, money, and built trust.”
Live Integration with the Store
While the existing site remained live, WHITE simultaneously built a brand-new website from the ground up, with clean code, smart integrations, and room for continuous development. “The most important thing is that the foundation is now solid,” Steven explains. “We no longer have a patchwork of disconnected templates, but a clean, logical structure. That makes it easy to add new features and work with the latest technologies.” One of the key components is the API integration between the shop’s point-of-sale system and the webshop. “Before, I was manually re-typing product data, incredibly time-consuming and prone to errors,” says Steven. “Now, everything is synced and up-to-date. WHITE made that connection stable and reliable. It saves us days of work each month.” The quote request feature was also upgraded. Previously, customers had to go through the hassle of creating an account. Now, they can request a quote or ask a question in just a few clicks. “That significantly lowers the barrier and results in more targeted inquiries,” Steven notes. “We can immediately see an improvement in the quality of our leads.”
Beyond Technology
The collaboration with WHITE goes far beyond just building an online webshop. “WHITE tells it like it is,” says Steven. “If something doesn’t make sense, they’ll say so, and help you figure out where your investment will pay off. That prevents you from spending money on features that don’t deliver. For us, it feels like a family business standing right beside us. We truly feel like part of the team.”
At first, WHITE’s subscription-based model took some getting used to. “I came from a world of one-off invoices, and suddenly I was paying a fixed monthly fee. As a bike shop, that’s a significant investment. But looking back, it’s been worth every euro. You don’t have to worry about anything, everything’s taken care of. It more than pays for itself.”
The result
A future-proof Craft CMS webshop, rebuilt from the ground up.
Smart API integration between POS system and webshop.
Lower barrier for customers to request quotes or ask questions.
A partner who thinks along, takes the pressure off, and prioritizes long-term collaboration.
Ready for the Next Stage
The new website has officially launched. In the months following go-live, the focus is on continuous optimization: A/B testing, small improvements, and user research.
Steven says: “The great thing is that we now have a solid foundation. Anything we come up with can easily be implemented. For us, the site remains our online catalogue, and together with WHITE, we’ll keep building it, step by step.”
Want to see more?
Go to vanherwerden.nl
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Willem Moeskops
Client success