Generations Keep the Wheels Turning

While we wait and try to catch someone’s attention, we get our first glimpse of the local bike shop that, over generations, has become a natural meeting place for cycling enthusiasts on the Falsterbo peninsula—and well beyond.

The shop is spacious, with bicycles spreading out in every direction—different colours, brands, and models. They are arranged with care, from simple three-speed city bikes to high-end racing models, with everything in between.

For the uninitiated, though, the impression is more immediate: a sea of bicycles, standing close side by side, filling the space from wall to wall in a way that feels both lively and charming.

In a room behind the counter, Jon Persson stands bent over a bike. He is deep in his work when he catches sight of us and calls out that he’ll be with us in just a moment.

Out in the shop, the staff continue helping customers, answering questions, and moving with ease between the rows of bikes. It later turns out they are Jon’s sons—representing the fourth generation in the business.

“Hello and welcome,” says Jon Persson as he comes out, offering a firm, slightly oil-stained handshake, apologising for his hands.

Höllviken Cykel has been around since the 1930s. Back then, it was a summer business, located in what is now Peter’s Pub on the same street. The assortment included not only bicycles but also a wide range of sporting goods—from tennis and football to table tennis and ice skates.

In 1962, the business took a new direction, laying the foundation for what Höllviken Cykel is today: a year-round bike shop. Sporting goods remained part of the offering for many years, but were gradually phased out in favour of a dedicated cycling focus.

Jon’s grandfather, Olle Persson, took over the shop in 1962. The business was later passed on to his son, Krister Persson, who ran it for around 43 years before Jon stepped in as owner and store manager.

Since then, the shop has remained a steady point in a Höllviken that has otherwise changed considerably.

“In the past, winters were tough and the business relied heavily on the summer season. But as more holiday homes became permanent residences, more people moved here, and the season gradually became longer,” says Jon Persson.

Cycling is still, for most of us, a seasonal activity. But today, the shop sees increased activity from April through to September. That’s one reason the business has remained stable over time.

Another is its returning customers and its strong presence in everyday life. In addition to sales, Höllviken Cykel offers servicing and has a fully equipped workshop—something that keeps customers coming back when their bikes need attention.

“We offer both service and a wide range of products. And in terms of stock, we have a great selection of bikes, so most people find something that suits them,” says Jon Persson.

The question we ask is direct—perhaps not entirely delicate: how does the shop compete with large retail chains and the ever-growing online market?

Jon takes it in stride. Presence and customer interaction, he explains, are key when buying a bike. And being able to test ride different options before deciding certainly makes a difference. He also points out that Höllviken Cykel has its own online presence.

For the shop, the standard bike remains the best seller—a three-speed model available in both men’s and women’s versions. E-bikes, of course, have seen a strong rise in popularity, with many customers choosing them to avoid using the car for shorter trips.

The big surge in e-bike sales came in 2018, when a government subsidy offered customers 25 percent off, up to 10,000 kronor. The impact was clearly felt in the shop.

Today, e-bikes account for around 20 percent of total sales—roughly reflecting reality, according to Höllviken Cykel.

“Another boom came around 2010, when everyone wanted to cycle on the road—and own a racing bike,” Jon Persson says with a smile.

The most recent surge came during the pandemic, when many chose cycling over carpooling or public transport. Since then, interest has cooled somewhat.

There is constant movement in the shop. One customer drops in to buy “the cheapest bike lock you’ve got,” while others take their time, testing different bikes before making a choice.

The atmosphere is friendly and familiar, calm despite the activity.

In the workshop stands Kalle Liljegren. He has worked in both the shop and the workshop for more than twelve years and has been fixing bikes for as long as he can remember. It’s said that if he can’t fix it, no one can.

Eventually, the eldest of Jon’s sons approaches us. Leo Schmidt has worked full-time in the shop for more than five years and looks back on his childhood here with great fondness.

It was a natural place to run to, to have breakfast before school, and to help decorate the shop for Christmas.

“And of course, it wasn’t too bad being able to come by and pick up a bike whenever you needed one,” he says.

Leo and his younger brother Milo both work full-time in the shop, and soon the youngest brother, Liam, will join them as well. What the future will look like remains to be seen.

But one thing seems certain: Höllviken Cykel, generation after generation, always finds the right gear.