OUR AGU HISTORY

During the reconstruction of the Netherlands, just after the Second World War, bicycles were a scarce commodity. Other means of transport were hardly available and a car was unaffordable for most people. In the years that followed, bicycle wholesalers were busier than ever. They did their utmost to ensure that everyone could get back on the road freely.

In Alkmaar, three bicycle companies decided to join forces instead of competing with or hindering each other. This led to the establishment of the Alkmaarse Groothandels Unie, or AGU, in 1966. Stronger together. AGU grew rapidly in the years that followed and became one of the largest suppliers of bicycle parts, from saddles and bells to strong chains and reliable front and rear lights.

Over time, the bicycle proved to be not only functional, but also a source of pleasure. Slowly but surely, the focus shifted from bicycle parts to clothing and accessories for cycling.

We mainly developed products that made cycling more enjoyable. In 1974, we were the first company to launch lightweight bicycle bags made from robust nylon, a new material at the time. Developed by Yashuo Kurata in his workshop in the heart of Tokyo.

At the end of the 1970s, we also turned our attention to cycling. Cycling clothing was hardly available at the time, and what was available often came only in black or was made of stiff fabrics. These were anything but comfortable or practical on a bicycle. It certainly didn't help cyclists achieve fast times. Things could be better, and they had to be better. Three-time world champion Cees Stam agreed. We worked with him to develop our first cycling clothing range. And it was a success. Wearing an AGU outfit, Stam won his fourth world title.

Things went well: we continued to innovate, researched the latest techniques and materials, and collaborated with the best manufacturers worldwide.

In 1980, at the special request of a group of nurses, AGU developed the bicycle raincoat. A coat that was also suitable for skirt-wearing Dutch women and became a great success. A few years later, the iconic trench coat followed.

Steven Rooks wins Liège-Bastogne-Liège. As the cameras roll, Rooks puts on his AGU sweatband. That sweatband is all the rage that year.

In 1990, Leontien van Moorsel, supported by AGU, won two gold medals at the World Championships in Tokyo and became an icon in women's cycling.

In 1989, AGU became the first company in the world to produce a chamois made from synthetic leather, a material that until then had only been used in luxury cars. The chamois was launched under the name Nalini and was the result of extensive testing and innovation.

1996-2012

Rabobank team

Since its inception in 1996, AGU has been the official clothing sponsor of the Rabo Cycling Teams. For many years, we have enjoyed the team's successes, with successful riders such as Michael Boogard, Erik Breukenk, Oscar Freire and Erik Dekker.

A successful collaboration lasting no less than 16 years.

With the introduction of the carbon fibre chamois in 2011, AGU took its chamois collection to a new, higher level. The chamois was unique due to the use of carbon fibres, which ensure better heat distribution, optimal moisture wicking and a permanent antibacterial effect. The chamois was remarkable not only for its comfort, but also for its technical appearance.

The SEQ Urban jacket from AGU has won a Red Dot Design Award, an international award for aesthetic, innovative and functional design.

With the AGU SEQ women's jacket, every female cyclist is always prepared for unexpected rain. The innovative design makes it easy to transform the jacket into a stylish poncho while cycling. By unzipping the jacket and draping it over the handlebars, both the handlebars and hands remain protected from rain. Anti-slip “gloves” are integrated on the inside for a firm grip. The jacket is breathable, windproof and completely waterproof, so comfort and protection are always guaranteed.