FERIDAX RESTRUCTURES TO FOCUS ON SPADA GROWTH
September 16 2010.

Feridax has restructured its vast portfolio of products in order to place more focus and investment on its own quality clothing and accessories brand Spada.

This means that Feridax is no longer the UK distributor of the Airoh range of Helmets in the UK and Ireland. It appears that while most of the Italian manufacturers are recognising the value of working with a successful UK based distributor to grow market share, Airoh has restructured its business and will be importing direct into many of its European domestic markets.

"Whilst we have been Airoh's most successful off-road distributor in Europe, overseeing massive growth in sales and market share, we have not enjoyed the same success with Airoh in the road market. Positioned in the already overcrowded mid-price range, Airoh has had to constantly fight against more established and competitively priced brands. This is a consumer led market and any brand must research and constantly adapt to the market needs. I would like to wish Airoh success in their future endeavours," explained Feridax sales director Steve Clifford.

Feridax marketing manager Mark Ingleby added, "The restructuring of our product portfolio now allows Feridax to completely focus on the long-term growth strategy of our Spada brand. We have already employed vast resources into the Spada brand over the past twelve months and have invested heavily in ensuring that the key brand message of quality and value is communicated through all the Spada brand communications, including a new website, in store POS and a completely new visual concept to all advertising - which no longer focuses on singular products, but rather the overall message that the Spada brand is available to all bikers - no matter what their budget.

"The retail sector is facing a tough year ahead as consumer spending is being reduced through the effects of the worsening economic situation, public spending cuts and a reduction in the availability of consumer credit. We believe that to best serve both our dealers and consumers we need to concentrate on proven products which will give them good profits for minimal risk."

Against this background Feridax believe that its  Spada brand is perfectly placed to offer a quality value based alternative in the motorcycle clothing and accessories market.

Visit www.spadaclothing.co.uk or call 01384 413841 for more information