ANTWERP, Belgium (BRAIN) — Madison UK is the new distributor of Lazer helmets and eyewear in the U.K. and Ireland, Lazer announced Tuesday. Madison distributed Bell Sports helmets in the U.K. for many years before that relationship ended in February this year.
"Madison has an unrivaled track record in successfully marketing and selling helmets and is responsible for placing several million units over the years we have been active in this category," said Madison's CEO, Dominic Langan. "With all our experience and the considerable resources at our disposal our simple objective is to make Lazer the number one helmet brand in the U.K. and Irish markets. Lazer is a high quality progressive business with a long term outlook, fun to work with and above all else, they are driving helmet design forward through investment and innovation — a brand with a great heritage and an exciting future."
The 2014 range of Lazer helmets and eyewear will be available from Madison starting in July.
The companies also announced that Lazer will be supporting the Madison Genesis Cycling Team. The U.K.-based team has a Continental UCI registration and is managed by former pro strongman Roger Hammond.