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bihr and motodirect join forces

France-based Bihr Distribution has taken over MotoDirect, whose portfolio includes Motul, helmet brands AGV and Arai, and its in-house ranges of RST and Wolf clothing.

In a statement, the companies said: “Bihr and MotoDirect have entered into an agreement leading Bihr to own 100% of MotoDirect. As a result of this agreement, the current shareholders of MotoDirect will become shareholders of Bihr together with Alcopa and the management team of the company.

“The objective of the transaction is to further develop the RST brand across the globe. Both teams will develop best practices to become the leading and preferred Rider Gear product distributor in Europe and 2021 will see the expansion of the company’s motorcycle parts and accessories activity in the UK through the well-established distribution network of MotoDirect.”

Deborah Bullock, chairwoman and co-founder of MotoDirect, said: “Over the past three years Bihr has been successfully distributing and promoting the RST brand in Europe. During this period, we had many occasions to exchange ideas and business opportunities. With time, we realised how complementary our teams are and how they fit together. We are convinced this transaction will help the joint company to accelerate its growth.”

“This is a logical step for MotoDirect” said co-founder Jonny Towers. “Bihr and MotoDirect have a lot in common – together we are the proud exclusive distributors of Arai helmets and Motul in different geographies. Moreover, Bihr has supported the growth of RST in Europe and I am convinced that, by joining forces, we will be able to accelerate that growth in Europe and beyond.”

“We are thrilled to partner with MotoDirect” said Christophe Piron, CEO of Bihr. “With this transaction, the joint company not only becomes the leading distributor of rider gear in Europe but also one of the only integrated Rider Gear player from design creation to distribution including own production. This is an incredible competitive advantage that will help us keep the hand on the entire value chain; ensuring the quality of the products and smoothness of the delivery.”

In terms of organisation, Jaimy Scevenels, VP Brand & Product Rider Gear at Bihr, will oversee the Rider Gear distribution activities across countries and entities.

MotoDirect MD Terry Birtles will remain in charge of the day-to-day UK operations while Towers will focus on developing the RST brand and act as a senior adviser to Scevenels.

“Bringing both companies together will enable us to achieve the necessary scale to specialize our teams and dedicate a part of this sales force to our Rider Gear activities. The expertise gathered by the MotoDirect team over the last 30 years combined with the Bihr firepower on the continent will help us better promote the brands we are distributing and will help us better serve our clients”, said Scevenels.

Following the customary Boards, General Meetings and suppliers approval, the closing of the transaction is expected to be achieved by January 2020.

L-R: Terry Birtles, Axel Moorkens, Deb Bullock, Christophe Piron, Jonny Towers, Jaimy Scevenels



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