August 9 2013.

After more than 20 years of licensing its brand name to an Italian company for use outside of North America, Bell Helmets yesterday announced the reacquisition of its worldwide rights in the powersports market.

Bell has been working to reacquire global distribution rights as part of a concerted effort to return the brand to its rightful place at the top of the powersports industry. "Our motorcycle helmet business is a growth engine for our portfolio and this acquisition marks a major milestone for the Bell brand," said Terry Lee, Easton-Bell Sports, Inc. chief executive officer. "This positions our brand to regain share globally just as we have in North America."

After two years of more than 40% growth in North America, the Bell powersports business is poised to expand its geographic presence. Previously, the Powersports business was only able to distribute into the United States, Canada, Mexico, Australia and select Latin America countries. With the reacquisition of global distribution, the brand will also focus on Europe, South Africa, New Zealand and Brazil. The next step is to identify the best distributor partners who will ensure that the core values of the Bell brand are upheld. Additional expansion will continue throughout other countries and regions.

Bell is also actively recruiting a sales and marketing leader and a sales operations manager based out of Europe, who will handle Europe, the Middle East and Africa.

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Putoline is the UK distributor for Bell Helmets. Tel: 01778 349333 or e-mail