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Hövding has developed the world's first airbag for the neck and head that is a smarter alternative to conventional bicycle helmets. Hövding offers cyclists a new choice when it comes to safety gear for the head. The product was launched in February 2011, and sold through specialist shops and selected stores. Since then, Hövding has successfully continued its international expansion. In 2016, 16 percent of sales were made outside Sweden. Hövding has around 50 employees and is located in Malmö, Sweden