“Did you know that Magnet bicycles were once a Dutch legend?” I ask you. Right here before you stands a testament to that legacy. These aren’t just any magnets. They are souvenirs. They depict iconic Amsterdam scenes. But their story speaks to something bigger. A story of innovation and cycling history.
The Magnet brand’s story began not in Amsterdam itself but with Velleman & Verdoner. This company acquired the rights to the Magnet name in 1904 from an English firm. They initially focused on wholesale. However in 1922 they established a bicycle factory at the Prins Hendrikkade in Amsterdam. The factory was cutting edge. Their bikes were known for quality and innovative designs.
Six years later in 1928 Magnet moved to Weesp. To boost brand recognition Magnet sponsored early cycle racing. This move proved to be brilliant. Magnet became the first Dutch factory to have its own professional cycling team. Cor Blekemolen led this team. He was a well-known figure in cycling.
In the early 1950s Magnet diversified. They started producing mopeds. The company was officially renamed Magnet Rijwielen-en Motorenfabriek NV. This reflected their expanded product line.
Despite their success the company faced challenges. Ultimately in 1969 Magnet was sold to Batavus. This marked the end of an era for the famous bicycle brand in Weesp.
Yet the spirit of Magnet lives on. These small magnets. They are a tribute to a brand that once dominated the Dutch cycling scene. They’re a reminder of a time when Dutch bicycles were world-renowned. They serve as a connection to this rich and often overlooked part of Amsterdam’s past. Take a moment to appreciate their craftsmanship. Each one a small piece of Amsterdam’s history.