IRVINE, Calif. (BRAIN) ⎯ Shimano American will handle sales of the Lazer brand in the U.S. along with the helmet brand's longtime distributor, QBP. Shimano's sales force will begin selling Lazer products immediately.
Shimano Canada Ltd. will manage the brand in Canada. Live To Play remains as an authorized distributor.
Shimano Europe completed the acquisition of Lazer Sport NV on Aug. 31.
In the U.S. Lazer will be based in Vancouver, Washington, where it will have an office and showroom. Lazer's sales, marketing and purchasing will be handled out of the Vancouver office. Shimano's rep force, consisting of 35 sales reps, will begin selling Lazer. Currently QBP manages Lazer's warranties, consumer calls and customer service, but that will shift to Vancouver over time.
Lazer product will be warehoused in Shimano's Irvine, California, and Ladson, South Carolina, distribution centers.
Peter Kukula, North American brand director for Shimano American, is based in Vancouver and will staff up that office. Chris Smith becomes North American marketing manager for Lazer. He's based out of Minneapolis.
Kukula began working on a contract basis last year for Lazer Belgium as national sales manager. "I am excited to be joining the Shimano family. The sales opportunity for Lazer in North America is a perfect merger with a professional sales force. Our goal is to remain the most profitable and easy to work with helmet brand in North America," Kukula said.
Lazer's European office in Antwerp, Belgium, will continue to handle product development, sales and marketing in Europe.
Lazer was founded in 1919 and claims to be the world's oldest helmet company. Besides bike helmets, it offers winter sports helmets and sport and leisure eyewear, with distribution in more than 50 countries.
"Lazer is a leading global brand with a long history of quality and innovation in the helmet business. This makes Lazer a great addition to Shimano's team and brand portfolio in North America. We look forward to building our sales and service network for retailers in the U.S. and Canada in the future," said Dave Pfeiffer, president of Shimano American.
