Iconic US helmet brand Bell’s parent company, Easton-Bell Sports, has re-acquired its global distribution rights after 20 years of licensing the name to an Italian lid manufacturer for sales outside of North America, Australia and some Latin American countries.
The company, which is based in Van Nuys, California, now plans to establish a direct presence in Europe, as well as South Africa, New Zealand and Brazil. Apart from looking for distributors to facilitate this move, it is seeking to recruit a European-based sales, marketing and operations team.
Commenting on the deal, Easton-Bell Sports chief executive Terry Lee said: “Our motorcycle helmet business is a growth engine for our portfolio, and this acquisition marks a major milestone for the Bell brand. This positions our brand to regain share globally just as we have in North America.”
Easton-Bell powersports business unit director Chris Sackett added: “This is a dynamic, exciting and challenging time as we re-stake our claim to the Bell brand, sales and product development on a global scale. This is what we’ve all been working towards, and we’re excited that everyone in these newly-acquired regions will know they are buying superior product from the original Bell.”