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BRG extends Australian distribution agreements for Giro and Blackburn, but shifts Bell

Published May 12, 2014
Bell's Australian motorsports distributor, Monza, will take over bike helmet distribution there.

SCOTTS VALLEY, Calif. (BRAIN) — BRG Sports has extended its distribution agreements with Australia' Sheppard Industries for BRG's Giro and Blackburn products. Both agreements have been extended five years. However, BRG is ending its agreement with Sheppard for Bell helmet distribution, instead moving Bell to its motorsport distributor, Monza.

Sheppard began distributing Giro more than a decade ago said Bernie Doering, BRG Sports' senior vice president of global sales for action sports.

"Sheppard Industries has a proven track record when it comes to servicing the needs of the Australian bicycle market, so we are extremely pleased to announce that Sheppard's will be distributing Giro and Blackburn for another five years. The team at Sheppard's has a proven ability to market and distribute our premium brand offering which includes helmets, footwear, gloves, lights, computers, accessories as well as our Giro New Road apparel range," said Doering. "We're looking forward to building on the growth and success we've achieved together with Giro and Blackburn in the Australian market over the last decade."

Sheppard Industries is the largest wholesaler of bikes, parts and accessories in the Australian and New Zealand markets.

Starting in July, Bell bike helmets will be distributed in Australia by its motorsport distributor, Monza Imports. BRG said the move was part of a new global brand strategy.

 "Sheppard's have made a valuable contribution during its 10-plus year partnership with Bell, initially working together to develop a range of helmets to meet the Australian standard and in more recent times, investing in marketing, event sponsorship and dealer programs to grow Bell to a leadership position in the IBD helmet market," Doering said.


Topics associated with this article: Distributor news

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