Bihr buys 100% ownership of Paaschburg & Wunderlich as its expansion plans gather pace
Bartenheim, France based distributor Bihr has acquired German distributor and own-brand parts designer Paaschburg & Wunderlich (P&W).
Based near Hamburg, the shareholders of P&W agreed to Bihr acquiring 100% of the shares in P&W on the basis that "joining forces will allow us both to accelerate our growth in Europe. The objectives of the transaction are threefold.
"First, the distribution network of P&W will be leveraged to offer a wider access to Bihr's portfolio of brands, particularly in Germany. Conversely, the deployment of P&W's motorcycle parts and accessories will be accelerated by capitalising on the distribution network of Bihr. In addition, the recently incorporated US subsidiary of P&W will serve to support the expansion of the Bihr house brands - primarily the RST apparel range - in North America.
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| Dr. Oliver Moosmayer, left, with Bihr CEO Christophe Piron |
"Leveraging the Bihr network to grow our business is a once in a lifetime opportunity," said Dr. Oliver Moosmayer, former majority shareholder and Managing Director of Paaschburg & Wunderlich. "With a network of more than 15,000 active dealers, the enlarged group is second to none in Europe," he added.
"From an organisation perspective, Dr. Oliver Moosmayer has been appointed Chief Product Officer of Bihr and will focus on developing all the parts and accessories in-house brands of the group. Dr. Moosmayer will also be part of the Executive Committee of the enlarged group."
Christophe Piron, CEO of Bihr, said: "It is a real pleasure to welcome P&W and its management team into the Bihr Group. Their expertise will be a very valuable addition for Bihr and for its clients.
"once in a lifetime opportunity"
"Moreover, the distribution networks are complementary to each other, and the strong presence of P&W in Germany will not only allow us to expand the parts and accessories offering, but will also accelerate the deployment of our rider gear brands in the country."
Like the other Executive Committee members of Bihr, Dr. Moosmayer will report to Christophe Piron and will become a shareholder of the enlarged group.
Founded in 1982, P&W GmbH is one of the largest wholesalers of spare parts and accessories for the motorbike industry in Germany. The team at P&W has extensive combined knowledge that enables it to develop high-quality motorbike accessories. P&W's current product portfolio consists of approximately 100 brands, six of which are in-house brands, including HIGHSIDER, LSL and Shin Yo.
The company operates from its own 4,000 sq m warehouse and offices in Glinde (near Hamburg) as well as from locations in Krefeld (Germany) and in Morgan Hill (CA, USA). It serves more than 4,300 dealers.
Many of P&W's product lines are recognised internationally, especially the LSL programme of high quality, design-led custom parts. Bihr will add considerable added dimension to P&W though, especially internationally.
The company distributes rider gear, custom accessories and spare parts, workshop equipment and service items, including tyres. Its markets stretch from motorcycles and scooters to off-road products - from MX and Enduro to ATV and UTV vehicle products.
Founded in 1975 by Cyrille Bihr, Bihr is present in over 15 countries. Its portfolio comprises about 250 brands and 200,000 items distributed through a network of 12,000 active dealers.
Bihr employs some 680 people, including 74 in-house sales representatives and 35 customer service representatives.
"From the outset, the strength and foundation of our success has been based on comprehensive services and first-class logistics. With a total storage area of more than 51,000 m2 spread over six warehouses, Bihr can supply almost all dealers in Europe within 24 hours," said Christophe Piron.
In Germany, Bihr will operate under two commercial names - its existing Bihr sales subsidiary and Paaschburg &Wunderlich powered by Bihr.
