Bell Helmets and ­­­­Race FX have announced a strategic marketing and distribution agreement in the United Kingdom. Race FX brings both experience and resources as a leading distributor of motorcycle products and accessories.

 

Bell, having been in the helmet industry for nearly 60 years, sees the U.K. as an important market in the company’s ongoing efforts to expand and strengthen its global distribution. The U.K. represents a key market for the motorcycle business, not only in terms of bike sales but also given the region’s strong lifestyle and cultural tie to motorcycling. With some of the most iconic brands and riders in the world hailing from the U.K., it is important for Bell to expand and bring its heritage to a new market.

 

“I am thrilled to be working with a young and energy packed distributor like Race FX,” said Ash Kane, Bell Helmets international sales manager EMEA. “Their enthusiasm for the brand and motorcycling in general is exactly what we are looking for in a distribution partner.”

 

Race FX will launch a series of dealer showcases to announce the arrival of Bell into a new geographic region.

 

“Bell is a leader in motorcycling and a true innovator when it comes to rider safety and protection,” said Paul Irwin, Race FX managing director. “We are thrilled to be custodians of this iconic brand in the U.K.”