Indian firm TVS has added another British brand to its portfolio to run alongside Norton Motorcycles: helmet maker Hedon. Croydon-based Hedon is known for its retro-style, premium-priced helmets, with the main protective carbon fibre shells produced in China and custom finishing completed in the UK.
The Hedon acquisition came through the ‘lifestyle’ arm of the TVS parent group, Atelier Expressions, based in Singapore and led by executive director Tara S. Venu. Atelier has invested in a diverse range of luxury products and services, and Hedon’s £900 leather-trimmed helmets now join a portfolio that includes French porcelain, high-end restaurant businesses in Dubai, and a luxury Indian confectioner.
It’s unclear what immediate changes the takeover will bring for Hedon, but the added financial backing will undoubtedly support expansion into new markets and product lines for the niche helmet specialist. And it’s easy to imagine some eye-catching Norton-branded Hedon helmets appearing in the near future..