CORONA, Calif. (BRAIN) — Troy Lee has bought Troy Lee Designs back from 2Ride Holding, which acquired the brand in 2022 from SBJ Capital. (SBJ had invested in the company in 2016.)
Troy Lee said the motorcycle and bike accessory brand will move forward as an independent company.
"Enhanced investments will enable Troy Lee Designs to deliver exceptional products, including helmets, technical gear, protection, and sportswear, to our valued dealers, distributors, consumers, and enthusiasts," the company said.
Lee serves as Chairman, strategic brand advisor, and "inspirational leader."
“I’m incredibly passionate about our brand and our future. With strong leadership and dedicated partners, I’m stoked for what’s ahead. Peace & Wheelies!” Lee said.
Jon-Erik Burleson, the CEO of Troy Lee Designs, said, “Over the past nine months, with the invaluable support of 2 Ride, we have built a robust platform. As an independent company, we are now equipped to grow and unlock the full potential of the premium brand that Troy Lee Designs is destined to be.”
2 Ride Group, a European motorcycle accessories brand, said, “2 Ride Group is very pleased to see Troy Lee Designs coming back to its iconic founder. The brand's return to independence should give it the agility it needs to strengthen its market positioning with an 'Art & Speed' approach. We wish them the greatest success!”
During a transition, Troy Lee Designs will assist 2 Ride Group portfolio brands with distribution across North America, the companies said.
SBJ Capital (originally Spanos Barber Jesse & Co) manages a private investment fund with over $200 million of committed capital. The firm invests in lower middle-market consumer, business services and healthcare services companies. Notable previous investments include Peet's Coffee & Tea, Wired magazine and the Design Within Reach retail chain.
2Ride Group, based in Marseille, France, is the parent company of the Shark, Nolan, Segura, Bering and Cairn Sport brands.
