"Last week, I had the privilege of attending the Thule Experience. This multi-day event involved a tour of the brand's design and innovation center, factory, and test facility in Hillerstorp, Sweden (more on that in another article), as well as a visit to its headquarters in the port city of Malmö, Sweden. While in Malmö, the Thule Experience (THEX) brought together members of the press, buyers, and the brand's employees for a truly one-of-a-kind event."
"The following day, we reconvened at the venue to take a closer look at what Thule has in store for Spring 2026. All the latest products were on display, allowing us to take more photos and gain a little hands-on experience with the gear. I also had the opportunity to chat with designers, product managers, and testers to gain a bit more insight into the brand's latest products."
Thule hosted a multi-day Thule Experience with tours of its design and innovation center, factory, and test facility in Hillerstorp and a visit to headquarters in Malmö. The event combined a runway-style product demonstration with brand ambassadors, mingling, and a live performance by Icona Pop. Spring 2026 products were displayed for hands-on inspection and photography. Designers, product managers, and testers were available for questions and deeper technical insight. Thule emphasized a comprehensive bike rack lineup that addresses apartment storage, e-bike needs, and mountain-bike shuttling, with recent additions like the Revert vertical hitch rack available in 4- and 6-bike versions.
Read at Bikerumor
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