iSi Wearable Safety GmbH continues its go-to-market strategy for Hövding 4 – the airbag for urban cyclists. With MnO International AB (MnO), a leading Nordic distributor for premium sports, outdoor and lifestyle brands, iSi Wearables has gained a strong partner to support the market launch of Hövding 4 in the Nordic region. MnO will act as the exclusive distributor for Sweden, Norway, Denmark, Finland, and Iceland.
A partnership built on strength and trust
The partnership with MnO underscores iSi’s ambition to expand its presence across European markets with the support of trusted, regionally anchored partners. MnO brings over 25 years of expertise, a broad wholesale network and proven track record in building successful premium brands ensuring that Hövding 4 enters the Nordic market in a way that reflects local consumer expectations and cycling culture.
“MnO combines a strong market reputation with deep local expertise. Together, we have developed a clear, structured and ambitious go-to-market strategy. Our shared mission is to build trust and inspire confidence in the next level of urban cycling protection.”
– Alexander Haag, Managing Director at iSi Wearable Safety GmbH
The joint go-to-market plan focuses on a strategic mix of specialty retail, online sales, and direct-to-consumer channels. MnO will leverage its extensive wholesale structure and dedicated sales to establish Hövding 4 in the region.
“We are proud to reintroduce Hövding to the Nordic market. The product has been truly missed, and the excitement around its return is clear. Partnering with iSi, whose expertise brings automotive safety standards into cycling, gives us strong confidence as we prepare for the launch of Hövding 4.”
– Mikael Engdahl, CEO at MnO International AB
Redefining cycling safety: Hövding’s new era with iSi Wearables
Following the acquisition of the Hövding brand and technology in 2024, Hövding is now part of iSi Wearables, a Vienna-based division within the iSi Group. Leveraging decades of expertise in lifesaving airbags, iSi brings automotive-level protection into urban cycling: Hövding is being completely reimagined with precision, safety, and innovation at its core. Equipped with advanced sensors and AI-based algorithms, it detects accidents within milliseconds and deploys an airbag around the cyclist’s head and neck.
Hövding 4’s market entry in 2026
By combining iSi’s technological innovation with MnO’s market expertise, the collaboration sets a new standard for how premium safety solutions enter the market. For retailers, consumers, and partners alike, the message is clear: Hövding 4 is more than a product it is a new chapter of wearable protection for the future of urban cycling.
For more information or partnership inquiries, please contact:
Corporate contact:
iSi Wearable Safety GmbH, hovding.wearables.vienna@isi.com
www.hovding.com
Distributor contact:
MnO International AB
Albin Halldin, Albin.halldin@mno.se
www.mno.se
