Race FX sold to Bihr
By Andrew Hill on 10th Mar 21
Bihr, a leading European distributor has completed the acquisition of Race FX for an undisclosed amount.
Announcing the deal in a press release Samantha Irwin and Paul Irwin said that they had signed and closed an agreement for Bihr to own 100 per cent of Race FX.
Based in Blackburn, Lancashire, Race FX are a leading B2B distributor of Parts and Accessories for motorcycles and Rider Gear, specialising in the Off-road segment in the UK.
Bihr says that the deal will give better access to the UK off-road distribution market and secondly, complement the position Bihr currently has through MotoDirect on the Street segment in the UK.
Race FX will serve as the logistics platform to deploy Bihrs motorcycle Parts & Accessories distribution activity in the UK. This deployment will start in the coming weeks.
"The fit of Race FX and Bihr together just made perfect sense, said the former owner of Race FX, Paul Irwin.
"Race FX and Bihr have a number of brands in common (Race FX in the UK and Bihr on the Continent) and this transaction will allow us to get full access to both the off-road and road distribution channels in the UK.
In terms of organisation, Paul Irwin has been appointed Off-Road Business Development Manager UK for Bihr. "This is great news for our customers and suppliers, and I am looking forward to a busy year ahead," added Paul.
Commenting on the deal, CEO of Bihr Christophe Piron said: "Welcoming Race FX into the Bihr group is a real opportunity for us to truly accelerate our deployment in the UK.
"Beyond the 34 brands currently distributed by Race FX and MotoDirect in the UK, the Brand & Product team of Bihr has worked very hard last year to secure the distribution of 150 additional brands in the UK."
Irwin's new boss Terry Birtles, Country Manager of Bihr UK, said: "We are thrilled to partner with Race FX. The expertise of the Blackburn-based company in Off-road Rider Gear and Parts & Accessories distribution is critical for us.
"In the coming weeks, we will leverage the Blackburn warehouse to progressively introduce the newly distributed products in UK."
Founded in 1975, Bihr is a leading European distributor of rider gear and spare parts, accessories and tyres for motorcycles, quads/ATV and scooters. The company has a large footprint and is present in over 14 countries with 650 employees. It has a portfolio of around 230 brands distributed through a network of 11,550 dealers.
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