Feridax held its annual Feridax Max event over 15-16 June, inviting its major dealers from the UK and Ireland to a presentation of the firm’s plans and products for 2027, including a social evening prior to the event with global adventuring icon Charley Boorman answering questions about his biking travel experiences and his acting history.
All of Feridax’s major brands were represented at the presentations. Designer James Kent talked dealers through the upcoming Spada clothing range, revealing a move towards an urban biking and fashion-inspired collection. Next year’s catalogue will have a raft of updates, including the new workwear inspired Rivet trousers, the street fashion Blade Track jackets and the Field jacket, which is inspired by high street fashion label Karen Millen. Many of the new designs will come with multiple colour options to add extra eye-catching “hanger appeal” when on display, although black is still expected to be the best seller.
Shoei had new graphics and designs for its helmet range, which will be officially launched later in the year, but visiting dealers got a sneak preview. They also saw the result of a collaboration with French tech company Eyelights; a new version of the GT Air 3 equipped with a customisable head-up display that projects speed, navigation and other ride data onto the drop-down visor.
Squire brought a range of its locks and security chains to try out, Beeline gave demos of its MotoII navigation device and associated route-finding app, and another piece of news that many dealers welcomed was that Italian boot brand Sidi had signed an agreement to not allow cross-border sales, preventing European firms from undercutting UK retailers. This has been a long time in development, and is a protocol that Feridax says it is keen to extend to other brands in its portfolio in the future to further protect its dealers.
Sena exclusive deal
With the ink barely dry on the paper, Feridax was able to announce an exclusive deal with motorcycle comms firm Sena at its Max dealer days.
Feridax has shared distribution duties for the US brand with Motohaus for almost 10 years, but the new contract gives the Halesowen firm sole distribution rights across the UK and Ireland.
The announcement also heralded the launch of three new Sena systems – the 60X, 60S Evo and Spider X Slim, as well as the Mesh On universal Bluetooth to Mesh adaptor – plus the official UK debut of the Sena helmet range. Feridax will initially be bringing in three models – the Phantom ANC full face (see review on page 47), the Spectre flip-front, and the Outlander adventure style. All come with fully integrated comms systems, giving users seamless control over Mesh communications, Bluetooth connectivity and on-the-go music and navigation assistance. Prices are £459 for the Outlander, and £519 each for the Spectre and Phantom ANC.
“This deal comes at an exciting time for Sena, with the launch of some fantastic new communication systems alongside the newly launched helmets that we are already seeing positive sales from,” said sales director Gareth Jolly.
“We look forward to strengthening our relationship with Sena and continuing to grow the brand’s distribution and sales in the UK market.”
Feridax (1957)
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