British kit maker Merlin is looking to expand its operation into the United States – and has appointed a vastly-experienced local to head up the venture. Michael ‘Tex’ Mawby will be Merlin’s new North American country manager, leading the assault on the United States and Canada.
Mawby has an impressive CV, including a term as president of Gerbing Motorsports, sales and marketing director at TCX Boots and Eastern US and Canadian sales manager with Rev’It! Sport USA. Prior to joining Merlin North America, Mawby was the director of sales and marketing for US bike helmet firm H&H Sports Protection. Mawby has also revved a sportsbike in anger, having previously won four national championships with the AMA, WERA and USCRA racing series’ in the US. He will be based in Philadelphia and will focus on growing Merlin’s distribution and retail network across North America.
Patrick Franklin, sales operations director at Merlin said: “Over the last ten years Merlin has grown strongly based on our mission of providing the best protection from our apparel lines. This position has seen Merlin generate almost three quarters of our revenue outside our home market. Merlin has been supplying into the US since 2016 with an amazing consumer response, so it was the right time with Covid-19 behind us that we stepped on and formed a Merlin North America subsidiary to meet the increasing demand from our North American customers.”
Tex Mawby said of his appointment: “I am ecstatic to have been given the opportunity to lead Merlin in North America. The design, features, construction, and quality of our apparel collection is unparalleled and, in my opinion, complete. My new colleagues in the UK have built a great brand and most importantly, a strong culture. ‘For Riders, By Riders’ is more than a marketing slogan, it is a credo that guides Merlin’s values and principles. I am looking forward to sharing and growing this culture in the USA, Canada, and Mexico for years to come.”