March 31 2011.

Feridax has announced its appointment as the new official distributor for Caberg helmets in the UK and the Republic of Ireland.

Caberg helmets have long represented quality, innovation, choice and value, making them a popular choice for today's price conscious rider. These strengths, combined with the additional support that Feridax offer in terms of logistics, customer care and, most importantly, a commitment to brand awareness, promotion and marketing, means improved service and broader support for dealers.

Alison Fletcher of Caberg comments: "We are delighted to now be working with Feridax, who offer us a high quality and wholly reliable distributor partnership that will make a substantial difference and impact in terms of support, promotion and simply driving the Caberg brand forward. This will immediately benefit all existing and new Caberg dealers in the UK and is an exciting prospect for us all."

The Caberg helmet company, formed in Italy in 1974, boasts 51 different options in its 2011 range, starting from £59.95 and rising to £239.95 - enabling it to offer the widest possible selection for today's discerning road rider. Caberg was also the first Italian helmet company to introduce the versatility of a flip-front helmet.

Catering for all on-road categories, including sports, touring, scooter and classic - adult size options are now also joined by a large selection of bespoke children's fitments.

Though style and functionality are important, safety will always come first. Caberg is proud that two of its top of the range, full-face models - V2R-R and V2 407 - scored the maximum five stars in the Department of Transport's SHARP tests, while its Sintesi and Justissimo GT system helmets also scored an impressive four stars.

Caberg is widely acknowledged as a leading player in the system, or flip-front, segment of the market. This position of strength will now be compounded by the proven logistics and historically high pick rates that Feridax offers.

As committed brand marketers, Ferdiax will also be making immediate impact in terms of brand development and awareness work, through the implementation of an aggressive communications campaign across 2011 - Look out for the '100%' marketing and advertising campaigns which will be launching very soon across various media channels.

This will employ the full marketing mix of communications, from print and digital to smart PR and in-store POS options. This aims to ensure that customers are reminded just what a great choice a Caberg helmet is, and to support dealers every step of the way in terms of educating those potential customers, so boosting sales.

The Feridax View:
Paul Ravenscroft, Purchasing Director for Feridax, who was instrumental in securing the recent addition to the portfolio, commented: "Not many other helmet companies can boast quite the diverse range that Caberg offers road riders. The chance for Feridax to work with such a great brand, with exciting growth opportunities was one that couldn't be missed. With its high levels of safety, quality control, innovative features, choice and value, Caberg is a brand riders can't afford to ignore."

About the Caberg 2011 helmets range:
Full Face - Caberg offers five full-face helmets for 2011, with one model designed exclusively for children: V-Kid (from £59.99) - Each helmet features an easy-use, drop-down sun visor, the legal way to handle bright and low light conditions without the inconvenience of visor changes.

The V2R-R (from £119.99) and V2 407 (from £89.99) achieved the maximum five-star SHARP rating.

V2X Carbon (£239.99) - Stunning and ultra lightweight, all-carbon fibre.

Ego (from £149.99) - Radically vented, stunningly styled.

System - Caberg has a class-leading reputation for flip-up helmets and offers new models in 2011 to suit a wide pricing and features band:

The already best selling Konda (from £119.99) now comes in a hi-vis colourway, brand new for 2011, ensuring greater visibility on the road.

Hyper X - Is a Bluetooth ready system helmet with a removable chin guard, leaving a cooling urbane looking open faced lid.

Jet Century offers a compelling choice for the more retro-style conscious rider and comes in cool brown, black and black orange colourways and comes complete with goggles.

You can learn more about the Caberg helmets range, by visiting www.caberg-helm.com
Keep up to date with all Feridax information at the Feridax Blog: http://theferidaxcrew.tumblr.com