October 5 2010.

Masco has announced that it has been appointed the official distributor for the new Ed Hardy collection of 2-wheel clothing and helmets in the UK and Ireland and is now seeking dealer representation for this highly desirable and fashionable brand.

Designed by fashion icon Christian Audigier, this unique product range features Ed Hardy's most iconic modern tattoo designs including Tiger, Love Kills Slowly and Dead or Alive, which are best known for being worn by 'A list' celebrities such as; Madonna, Kanye West and David Beckham.

Initially the Ed Hardy 2-wheel range will comprise EC approved helmets specifically designed for road cruising and scootering, together with leather jackets and trousers and also textile jackets. In addition, a revised 2011 collection is being launched in both Cologne and Milan, with many exciting new designs on show.

Ian Kidson, Managing Director of Masco Limited said, "Dealer reaction to the Ed Hardy products and designs has been really positive so far, with many seeing the immediate income potential for this on-trend brand. In particular, the 'VIF Speed Shop' and 'Captain America' helmets have generated significant interest from dealers."

Retail prices for the Ed Hardy helmets start from £159 with Masco offering generous dealer margins. "Ed Hardy is a desirable and instantly recognisable brand and one which consumers will pay a premium for," added Ian. "With Christian Audigier extending the Ed Hardy international portfolio into 2-wheel clothing and helmets, UK and Eire dealers now have an opportunity to capitalise on this brand phenomenon."

For further information on the new Ed Hardy 2-wheel collection and the dealer opportunities available call Masco on 01743 761107.