Bell Bounces Back

Bell bounces back

BELL HELMETS, INC., ONCE THE dominant name in protective headgear in the United States, has concluded a production and distribution deal with Bieffe Helmets of Italy. Tom Doran, president of parent company Bell Sports, Inc., says that because of the deal, all-new Bells will be on sale here by December.

Bell's new line, including an M3 street helmet expected to retail for about $360, and a Moto 6 off-road model expected to retail for about $350, will be designed by Bell and built in an all-new factory in Carraia, Italy.

“In no way, shape or form will these be Bieffe helmets with Bell logos on them,” said Doran.

Bieffe, meanwhile, has acquired the rights to the Bell name worldwide, and will sell helmets bearing that name through Bell Europe, a newly formed company. Bell Sports, Inc. will continue as a separate entity concentrating on sales of bicycle and auto-racing helmets.

Doran says Bell currently has a 60-percent share of the U.S. offroad helmet market, but has just 29 percent of the street-helmet market, getting strong competition from Shoei, Arai and HJC.

Explosive growth in the bicyclehelmet market, and flat sales in the motorcycle-helmet market, led to the decision to move motorcycle helmet production offshore so that U.S. production facilities could concentrate on bicycle helmets, said Doran. — Jon F. Thompson