International Dealer News IDN 152 December 2019/January 2020 | Page 64

news ROOM
Bihr buys RST apparel brand
BRIEFS in MotoDirect acquisition
NEWS
Spanish accessory manufacturer
Puig is celebrating a remarkable
end to the WSBK season with five
time WSBK champion Jonathan Rea
taking both race wins on the final
day of the 2020 season at the
Losail International Circuit, Qatar,
ending a remarkable season with
17 victories in all and a points total
well into the 600s. Puig is a
Kawasaki Racing Team Technical
Partner supplying their
aerodynamic race windshields.
Hoco Parts, DC AFAM and CMS
owner Powersports
Distribution Group (NL) has
made two strategic
acquisitions in the UK - adding
distributors Bradbury Bros and
Rob Hunter. The move follows
news three months ago that
PDG had also added Belgian
distributor Rino Trading to its
Hoco operation. The combined
UK businesses will be re-
branded as 'Bradbury Hunter'.
Kudos to Thomas Timmen, Dealer
Management Team Leader at
German Kymco and Hyosung MSA
(Wieden, Bavaria). He has been
running an online petition to force
the Federal Ministry of Transport
(BMVI) to consider the issue of
bringing German car licensing rules
in line with several other EU
markets. In France, Italy, Austria and
some other markets, car driving
licences (Category B) permit
appropriately experienced drivers
over 25yo to ride A1 category
PTWs. German trade association
IVM and industry magazine Bike &
Business are also lobbying for
regulatory change.
EICMA saw Bartenheim, France
based distributor Bihr announce
the next stage in its expansion
plans with the acquisition of UK
based distributor MotoDirect.
The jewel in the crown is that
Bihr now has ownership of the
internationally popular RST
apparel brand.
Indeed, the announcement
made it clear that the
opportunity to further
accelerate the growth of the
RST brand is a major factor in
the strategic thinking that lies
behind the deal, as Bihr
Distribution seeks to "become
the leading integrated
distributor of Rider Gear in
Europe".
Bihr has acquired 100%
ownership of MotoDirect, the
leading distributor of AGV, Arai
and Motul in the UK and owner
of the RST and Wolf brands.
As a result of this agreement,
the current shareholders of
MotoDirect will become
shareholders of Bihr, together
with Belgium based Alcopa and
the management team of the
company.
According to Bihr, the
"objective of the transaction is
first to further develop the RST
brand across the globe. Both
teams will develop best
practices to become the leading
and preferred Rider Gear
product distributor in Europe.
2021 will see the expansion of
the company's motorcycle parts
and accessories activity in the
UK through MotoDirect's well-
established dealer network".
Moto Direct's Deborah Bullock,
who will join the Board of
At the EICMA press conference, left to right: Jonny Towers, Christophe Piron,
Deb Bullock
Directors of Bihr and act as a
Senior Advisor to the
management of the company,
said: "Over the past three
years, Bihr has been
successfully distributing and
promoting the RST brand in
continental Europe. During this
period, we had many occasions
to exchange ideas and business
opportunities. With time, we
realised how complementary
our teams are and how well
they fit together. We are
convinced this transaction will
help the joint company to
accelerate its growth."
"This is a logical step for
MotoDirect," said Jonny Towers.
"Bihr and MotoDirect have a lot
in common - together we are
the proud exclusive distributors
of Arai helmets and Motul in
different geographies.
Moreover, Bihr has supported
the growth of RST in
continental Europe and I am
convinced that by joining
forces, we will be able to
accelerate that growth in
Europe and beyond."
For Bihr, CEO Christophe Piron
said: "We are thrilled to partner
with MotoDirect. With this
transaction, the joint company
not only becomes the leading
distributor of Rider Gear in
Europe but also one of the only
integrated Rider Gear players
from design creation to
distribution, including own
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