Source: Fri BikeShop
Denmark’s largest cycling retail chain Fri BikeShop confirms Hövding 4 for fall 2026 as demand for the iconic airbag for urban cyclists continues across the market.
A strong retail signal ahead of the return of Hövding 4
May 28th 2026, Vienna/Aarhus – iSi Wearables, the innovation unit behind Hövding and part of the Austrian iSi Group, announces that Fri BikeShop will carry Hövding 4 at selected stores from fall 2026.
With close to 100 stores across Denmark and more than four decades of cycling retail expertise, Fri BikeShop becomes one of the key retail partners in Hövding’s European market return — and a strong signal of continued market confidence in the category. Fri BikeShop will be supplied through MnO International AB, iSi Wearables' exclusive distribution partner for the Nordic region, covering Sweden, Norway, Denmark, Finland and Iceland. The three-way collaboration between iSi Wearables, MnO and Fri BikeShop reflects the structured, partnership-driven approach iSi Wearables is taking to its European market re-entry.
"Having Fri BikeShop on board is exactly the retail confirmation we were hoping for – there is no better partner to bring Hövding 4 to Danish cyclists. Hövding 4 will be worth the wait." – Alexander Haag, Managing Director at iSi Wearables
The partnership reflects a market reality that never disappeared: demand for Hövding remained consistently high throughout the Danish cycling community, with customers continuing to actively ask for the product.
The demand was always there
Fri BikeShop has been a central part of Danish cycling culture since 1985. Today, as Denmark's largest specialist cycling retail chain with nearly 100 locations and over 40 years of expertise, Fri BikeShop reaches quality-conscious cyclists across the entire country – in-store and online. The retailer sold Hövding in significant volumes during its previous market presence and reports that customer enquiries about the product have continued on a weekly basis ever since – a clear signal of unmet demand and enduring brand affinity.
“Hövding is one of those products our customers never forgot. We have been asked about it week after week – from regular commuters to cycling enthusiasts who already knew the product and were simply waiting for it to come back. When we heard that iSi was reimagining Hövding from the ground up with automotive-level engineering, we knew this would be something special. We cannot wait to have Hövding 4 on our shelves this fall ." – Lone Lundorf Thau, Product Manager at Fri BikeShop
Hövding 4 - Familiar outside. Completely new inside.
Hövding 4 is not a product refresh - it is a completely re-engineered product developed from the ground up according to automotive-grade development principles.
While the iconic collar design remains familiar, the technology inside has been fundamentally redesigned. The new system combines AI-supported sensor technology with a new neural network algorithm for accident detection, significantly increased processing power for high-fidelity motion analysis, redesigned electronics and software architecture, and advanced airbag folding and deployment dynamics inspired by automotive engineering.
The result is a new generation of wearable cycling protection designed to meet automotive grade standards in performance, reliability and validation.
The Fri BikeShop partnership is part of iSi Wearables’ broader European retail rollout ahead of the fall 2026 launch of Hövding 4. In the Nordic region, MnO International AB acts as exclusive distributor across Sweden, Norway, Denmark, Finland and Iceland — and Fri BikeShop represents the first major Danish retail confirmation under that partnership. Distribution partnerships are also confirmed for Germany/Austria and the Benelux region, as iSi Wearables systematically builds its international retail presence with experienced premium partners.
Hövding 4 will be available at selected Fri BikeShop stores and on fribikeshop.dk from fall 2026. For more information, visit www.hovding.com.
About iSi Wearables
iSi Wearable Safety GmbH is iSi Group's division for wearable protection and the new owner of Hövding. The company combines human-centred design with automotive-grade safety engineering to redefine protection in modern mobility.
About iSi Group
iSi Group is an international industrial group headquartered in Vienna, operating in Culinary, Components, Automotive and Wearables. iSi Automotive is a Tier-1 supplier of passive safety systems to global car manufacturers, designing and manufacturing airbag solutions with around 4,000 employees in six countries
For more information or trade enquiries, please contact:
Company contact:
iSi Wearable Safety GmbH
Kürschnergasse 4
1210 Vienna, Austria
Phone: +43 1 246-0
e-mail: Info.Wearables@isi.com
web: wearables.isi.com | hovding.com
Agency contact:
PUNKT PR GmbH
Benjamin Kolthoff
Völckersstraße 44
22765 Hamburg
Email: bkolthoff@punkt-pr.de
Sales contact Nordics:
MnO International AB
Albin Halldin
Email: albin.halldin@mno.se
Web : www.mno.se