July 1 2010

Phoenix Distribution has announced that it  will shortly become the exclusive UK distributor for the Nolan Group.

Based in Brembate di Sopra, Italy, the Nolan Group has been manufacturing helmets since 1972 and has three brands - X'Lite, Nolan and Grex - all with a strong reputation for innovation and quality.

Phoenix already has extensive experience with the Nolan Group as the company was previously the distributor for over seven years. Although highly successful, the relationship ended amicably in 2000 when a decision was taken to sell the Belstaff clothing brand. This resulted in a company restructure and the rationalisation of the remaining brands to offer a more focussed approach through a smaller brand collection.

The new distribution arrangement will see a more cohesive philosophy with Phoenix changing direction, undergoing expansion and offering an increased brand portfolio to the entire UK dealer network. Nolan, X'Lite and Grex will join Phoenix's existing brand line-up of Abus, Kappa, Yoshimura, Pinlock, Fine Vision, Max Vision, VentureShield and Shift It. More brands will be added and announced at a later date.

Arai will remain within Phoenix, operating as a separate company, to ensure 100% focus can be given on continuing to build and service its Five Star dealer network and loyal customer base with its own dedicated sales team.

Commenting, Phoenix managing director, John Wakefield said, "Over the years the market has thrown up new challenges and for a long time we felt the need to keep our brand offering at a fairly low level. We now know the time is right to start to re-build Phoenix and we could not choose a better partner than the Nolan Group to help us do this. We already know the brand well, it has a great reputation, particularly for quality, and we look forward to re-launching X'Lite, Nolan and Grex to the UK dealer network later this year".

Mario Giachino, Nolan's Head of Sales and Marketing, said, "Phoenix has one of the best distribution networks in the UK and one of the best teams. With its knowledge and expertise we know Phoenix will substantially increase our sales and current market share and we look forward to establishing a long and successful relationship with."