OLNEY, IL (BRAIN)—Magura USA will become the exclusive distributor of Uvex brand bicycle products in the United States beginning June 1. Magura dealer direct distribution will focus on Uvex’s helmets and sunglasses.
According to Uvex USA president Carl Helmetag, Uvex Germany decided to move to a distributor based model in the U.S. instead of a direct subsidiary.
"I’m very proud of our team for the job they did in launching the Uvex bike helmet line and I wish Magura well with the distribution," he said.
Markus Winning, marketing manager of Uvex Germany said, “We are very protective of our brand and how it is handled. Therefore, we did months of due diligence searching for a formidable partner to distribute Uvex in the U.S. Magura USA was far and away the best choice.”
Magura also shares the same “Engineered and Made in Germany” philosophy as Uvex. Founded in 1926, Uvex is the largest helmet manufacturer in Europe with brand recognition worldwide. Uvex’s diversity covers winter sports, cycling, motorcycle, automotive and equestrian products. Uvex sponsors and supports many cycling teams including Team Columbia which features riders George Hincapie and Mark Cavendish.
Magura USA plans a strong marketing push for Uvex, partnering with long time creative and strategic associates for Magura products, Smith Smith & Smith Brand Communications. Magura will be ready to receive orders from dealers June 1, shipping and invoicing direct to dealers. The full range of Uvex bicycle helmets and sunglasses will be offered including road, tri, mountain and youth helmet products. Magura will combine Uvex and Magura sales forces, covering every region of the country and thereby helping to provide a more personal and attentive service to dealers than ever before.
Jeff Enlow, Magura USA general manager said, “Our long history in the cycling industry promoting the engineering excellence of German made Magura products gives us the unique opportunity to hit the ground running with Uvex and therefore facilitate our dealers needs quickly and efficiently.”