Bartenheim, France based distributor Bihr Distribution has announced an expansion of its distribution activities into new markets and extensions, some of them exclusive, to major distribution partnerships.
The headline news is of exclusive deals to sell Arai helmets, Bell helmets and the British owned and designed RST riding apparel line in Germany and the establishment of a new German subsidiary (Bihr GmbH) to provide customer service to German dealers, with logistics being handled out of the company's international distribution centre in north east France, near the Swiss and German borders.
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| Bihr CEO Christophe Piron |
The deal with Arai starts in September 2019 and is an exclusive one for Germany. It is an extension of Bihr's existing relationship with the famous Japanese helmet brand - a relationship that sees Bihr already handling Arai dealer sales in France and Belgium.
Michio Arai, grandson of founder Hirotake Arai and current CEO of Arai Helmets Ltd., said: "We are very pleased to have found an agreement with Bihr to distribute our helmets in Germany. The Bihr team has clearly demonstrated their ability to distribute our products in France and Belgium, and we are more than happy to expand our collaboration to Germany."
For Bihr, CEO Christophe Piron, who took over at Bihr in March this year, said: "We are very honoured to have the opportunity to distribute Arai products in Germany. Arai has a fantastic range of products with a safety reputation second to none. Our partnership with Arai in France and Belgium has been extremely successful and we are thrilled to expand it into Germany."
The Arai story is the stuff of legends, with Hirotake Arai starting out as a hatmaker in 1926 and then starting to make motorcycle safety helmets in 1950.Bell helmets are an equally storied brand, having been started by Roy Richter in the garage of a southern Californian Speed Shop in 1954. Bihr's deal with Bell sees them becoming the exclusive distributor for Germany and Austria and takes the number of European markets in which Bihr represents Bell to 12, including France and Spain.
Christophe Piron commented: "We are very excited about starting the distribution of Bell products in Germany and Austria. Bell is a strong, charismatic brand with a unique promise and an unparalleled legacy. From the start of our partnership with Bell in 2016 we have been investing heavily in the development of the brand in our territory. I am thrilled to be celebrating our success in the past three years with the addition of two more important new markets."
Kasper L. Kreiler, Director of EMEA Sales & Business Development of Bell Helmets, is quoted as saying: "We are very pleased to have found an agreement with Bihr to distribute our helmets in Germany and Austria. The Bihr team has clearly demonstrated their ability to distribute our products and to live up to Bell brand values in other European countries, and we are more than happy to extend our working relationship with Bihr."
In addition to Arai and Bell, Bihr's new German subsidiary will be selling the British RST apparel brand and the American (Tucker Powersports/MAG) Answer off-road apparel and riding gear range to dealers in Germany.
In Austria Bihr is also now selling its full ranges of apparel and accessories and is additionally opening up full product range distribution to the Czech Republic, Slovakia and Slovenia.
Christophe Piron went on to say that "we are very pleased to be opening our new offices in Germany, Austria, the Czech Republic, Slovakia and Slovenia. We can accelerate our current growth with an expansion of our geographical presence, which is an important measure to provide our customers and vendors with an even better service".
Founded in 1975 by industry legend Cyrille Bihr, Bihr Distribution is part of the 2 billion Euro turnover Kontich/Antwerp based Alcopa Group that traces its origins in the automotive and motorcycle business back to 1937 when Albert and Constance Moorkens started their motorcycle distribution business.
Bihr has over 40,000 sq m of distribution space in total in France and Spain, is now active in 15 European countries, employing 400 people and selling some 300 brands and 200,000 items to up to 14,000 active dealer accounts. Bihr says it can supply almost all European motorcycle dealers within 24 hours.
