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LEM, with roots in the Italian motorcycle industry, launches new bike helmet line in North America

Published June 27, 2018

MORGAN HILL, Calif. (BRAIN) — LEM, a brand that started in Italy in 1972 making motorcycle helmets, has launched a line of bicycle helmets in North America, with launches planned for the EU and Asia soon.


The California-based bike helmet brand is a separate entity from the Italian motorcycle helmet brand, although a spokesman said the bicycle helmets share some Italian design influence.

LEM was founded by motorcycle enthusiast Romano Magnani. LEM is an acronym for the Italian words "Lavorazioni Elmi Magnani" — loosely translated as "Helmet Workshop of Magnani."

The bike helmet brand has hired Verde Communications, which works with many bike and outdoor industry clients, for marketing communications, PR and other services.

LEM is offering seven helmet models and 50 color combinations, including road, mountain bike, commuter and kids models. Retail prices range from $40 for kids and commuter models to $65-$110 for adult road and mountain bike models.

The brand will initially sell direct to consumers from its website and plans to move into other channels, including dealer sales, later this year.

Stuart Brown, LEM Helmets' sales manager, said, "Our approach to cycling and building high-quality helmets is one that is inclusive, while ensuring we check all the boxes when it comes to safety and performance. Simply put, LEM is a lifestyle fueled by the belief that life is more fun on a bike."

LEM's website launched officially on Wednesday, and the brand will be exhibiting at next month's Eurobike show.

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