New owner adds apparel to


Online retailer has a new owner.

Dan Hellman, who bought the company in August, plans to overhaul the business with an expanded product line that adds apparel, including leather motorcycle jackets for men and women, in a variety of designs and colors. The new products follow a customer service improvement initiative.

“So much of our time these first two months has been focused on hiring and training customer service representatives that can handle customer questions,” Hellman says. “We look forward building and growing in the years to come.”

Hellman says two of the year-old website’s most popular products are Mustang motorbike seats and Dakota Digital Speedometers.

Posted by Holly Wagner

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