News Article

Shimano Says Goodbye to Bell and Giro and Starts Lazer Distribution

Sales & Trends

EINDHOVEN, the Netherlands – Shimano Europe and Vista Outdoor, owner of brands like Bell, Giro and Blackburn have come to a mutual agreement to end their cooperation as of next July. This announcement follows Shimano Europe’s decision to expand its portfolio with the acquisition of Lazer Sport last August.

Shimano Says Goodbye to Bell and Giro and Starts Lazer Distribution
Step by step Shimano’s European sales offices will start distributing Lazer products. – Photo Shimano Europe

In a statement, Shimano announces to start the distribution of Lazer products by Shimano sales offices throughout Europe. The timing of the introduction varies per sales office. Some of them have already started, other will do later.


  • Shimano Bike Turkey – 1 January 2017
  • Shimano Italy Bicycle Components Srl – 1 January 2017
  • Shimano France Composants Cycle S.A.S. – 1 January 2017
  • Shimano Nordic Denmark ApS – 1 March 2017
  • Shimano Benelux (The Netherlands, Belgium and Luxembourg) – 1 July 2017
  • Shimano Polska Bicycle Parts Sp. z. o.o. (including Baltic States) – 1 July 2017
  • Shimano Nordic Cycle A.B. (Sweden, Norway, Finland and Iceland) – 1 July 2017

Successful relationship

Arjen Vinke, Director at Shimano Europe stated that, “Adding Lazer is a great expansion of our current portfolio of owned brands (Shimano, PRO, Pearl Izumi and We are convinced that with Lazer we have a great premium brand to offer to our customers in Europe. Lazer is able to live up to all our customers’ and consumers’ needs when it comes to cycling helmets and eyewear.”

“We thank Bell, Giro and Blackburn for all their efforts in making the relationship a success. We wish Vista Outdoor, and especially Bell, Giro and Blackburn, all the best in their future European endeavours.”

‘Concentrate on what we do best’

Sean van Waes, Managing Director Lazer: “This is a win-win for Lazer and Shimano. It allows Lazer to concentrate on what we do best, innovation, helping us to become the biggest head protection brand in the world at a faster pace whilst giving Shimano access to the best helmets in the business. We would like to thank our European distributors and especially Wolvenberg in Benelux and HF Christiansen in Denmark for the great distributor partners they have been and wish them all the best for the future.”

Lazer is the world’s oldest helmet company, having started out in 1919 making leather hairnets for racers in Belgian cobbled classics. Lazer helmets presents itself as “the perfect mix of design, comfort, safety and technology and the result of over 90 years of experience, passion and dedication.” Lazer’s protective headwear products for cycling, leisure and winter sports are sold in more than 50 countries over five continents.


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