SCOTTS VALLEY, Calif. – Bell Helmets announced it has re-acquired the global distribution rights to its brand in the powersports market, part of an effort to expand Bell’s worldwide presence. The change comes after 20 years of licensing the Bell name to an Italian entity for powersports sales outside of North America.
In the past two years, Bell has experienced more than 40 percent growth in North America. “Our motorcycle helmet business is a growth engine for our portfolio, and this acquisition marks a major milestone for the Bell brand,” said Terry Lee, Easton-Bell Sports CEO. “This positions our brand to regain share globally just as we have in North America.”
Previously, Bell was only able to distribute in the United States, Canada, Mexico, Australia and some Latin American countries. Now that the company has re-acquired full global distribution rights, Bell plans to focus on sales in Europe, South Africa, New Zealand and Brazil.
Bell said it will be signing on distributor partners to assist with the growth. The company has already begun hiring and restructuring at its California office to make the transition easier, and Bell is actively recruiting a sales and marketing leader as well as a sales operations manager based out of Europe.
“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,” said Chris Sackett, powersports business unit director. “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.”
Posted by Beth Dolgner