After more than 20 years of licensing its brand name to an Italian entity for use outside of North America, Bell Helmets today announced the reacquisition of its worldwide rights in the powersports market.
After two years of more than 40% growth in North America, the Bell powersports business is poised to expand its geographic presence. Where previously Bell (the original Bell) could only distribute to North America, Australia and certain Latin American countries, with the global reacquisition the brand is now looking to expand into Europe, South Africa, New Zealand and Brazil, with other countries to follow. The next step is to find proper distribution partners.
“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, Business Unit Director – Powersports. “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.”
To support its global unification, Bell recently announced several new hires, promotions and the reallocation of several key executives, which resulted in a product development team that has tripled in size. But Bell is also actively recruiting a sales and marketing leader and a sales operations manager based out of Europe, who will handle Europe, the Middle East and Africa.