EICMA saw Bartenheim, France based distributor Bihr announce the next stage in its expansion plans with the acquisition of UK based distributor MotoDirect. The jewel in the crown is that Bihr now has ownership of the internationally popular RST apparel brand.
Indeed, the announcement made it clear that the opportunity to further accelerate the growth of the RST brand is a major factor in the strategic thinking that lies behind the deal, as Bihr Distribution seeks to "become the leading integrated distributor of Rider Gear in Europe".
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| At the EICMA press conference, left to right: Jonny Towers, Christophe Piron, Deb Bullock |
Bihr has acquired 100% ownership of MotoDirect, the leading distributor of AGV, Arai and Motul in the UK and owner of the RST and Wolf brands.
As a result of this agreement, the current shareholders of MotoDirect will become shareholders of Bihr, together with Belgium based Alcopa and the management team of the company.
According to Bihr, the "objective of the transaction is first to further develop the RST brand across the globe. Both teams will develop best practices to become the leading and preferred Rider Gear product distributor in Europe. 2021 will see the expansion of the company's motorcycle parts and accessories activity in the UK through MotoDirect's well-established dealer network".
Moto Direct's Deborah Bullock, who will join the Board of Directors of Bihr and act as a Senior Advisor to the management of the company, said: "Over the past three years, Bihr has been successfully distributing and promoting the RST brand in continental Europe. During this period, we had many occasions to exchange ideas and business opportunities. With time, we realised how complementary our teams are and how well they fit together. We are convinced this transaction will help the joint company to accelerate its growth."
"This is a logical step for MotoDirect," said Jonny Towers. "Bihr and MotoDirect have a lot in common - together we are the proud exclusive distributors of Arai helmets and Motul in different geographies. Moreover, Bihr has supported the growth of RST in continental Europe and I am convinced that by joining forces, we will be able to accelerate that growth in Europe and beyond."
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| RST founder Jonny Towers product testing at Snetterton Circuit, UK, April 2019 |
For Bihr, CEO Christophe Piron said: "We are thrilled to partner with MotoDirect. With this transaction, the joint company not only becomes the leading distributor of Rider Gear in Europe but also one of the only integrated Rider Gear players from design creation to distribution, including own production.
"This is an incredible competitive advantage that will help us keep control of the entire value chain, ensuring the quality of the products and smoothness of the delivery."
In terms of organisation, Jaimy Scevenels, VP Brand & Product Rider Gear at Bihr, will oversee the Rider Gear distribution activities across countries and entities. Terry Birtles, Managing Director at MotoDirect, will remain in charge of the day-to-day UK operations, while RST founder Jonny Towers will focus on developing the RST brand and act as a Senior Advisor to Jaimy Scevenels.
Jaimy Scevenels said: "Bringing both companies together will enable us to achieve the necessary scale to specialise our teams and dedicate a part of this sales force to our Rider Gear activities. The expertise gathered by the MotoDirect team over the last 30 years combined with the Bihr firepower on the continent will help us better promote the brands we are distributing and will help us better serve our clients."
The deal is expected to be closed by January 2020.
www.bihr.eu
www.moto-direct.com
