Giro and Bell to go dealer direct and D2C in UK

Revelyst is to expand its dealer direct and direct-to-consumer (DTC) model for its Giro and Bell brands in the UK.

This multichannel approach will see Fox Racing, Giro Sport Design and Bell Helmets engage directly with UK retailers and consumers aiming to be the partner of choice. This move enabled the growth of both the selling and customer experience teams based in-country, said Revelyst – which was founded last year after the brand separated from Vista Outdoors.

From January 2025, Revelyst will directly oversee the sale and distribution of Giro (bike and snow) and Bell (bike and powersports) products within the UK. This move is driven by Revelyst’s commitment to enhancing the customer experience, strengthening brand presence and fostering deeper connections with UK retailers and consumers, said the firm.

By adopting the distribution model, Revelyst said aims to provide UK consumers with:

• A Seamless Shopping Experience: Enhanced access to the full range of Giro and Bell products through select retail partnerships and dedicated online platforms.
• Exclusive Product Launches: Earlier access to new releases and exclusive collections.
• Enhanced Customer Support: Direct channels for support, education, and engagement, ensuring customers have the information they need to select the best products for their needs.
• Direct stock access to a UK based Service Centre: Since August 2024, Revelyst operates and serves the UK market with Fox Racing on a 5,000 sqm logistic centre, managed by a 3PL, promising a high level of service and quick replenishment for all Revelyst UK partners can in the future.

“Switching to a customer centric model is a transformative step in our mission to bring the world-class design and innovation of Giro and Bell closer to our UK audience,” said Jeff McGuane, Revelyst’s Adventure Sports President. “We are grateful for our collaboration with our partners over the years, and this evolution reflects our vision to deliver a more tailored and engaging experience for our customers.”

Revelyst noted that its transition is aligned with broader global trends in consumer behaviour, notably where direct connections between brands and customers are increasingly valued, it added: “Revelyst is dedicated to ensuring a smooth transition, working closely with existing dealers to minimise any disruptions and guarantee continued access to Giro and Bell products during the changeover.”

UK retailers and customers can expect key developments in the coming months, including the launch of refreshed e-commerce platforms for both Giro and Bell, alongside expanded community initiatives and events designed to celebrate and support the UK cycling, snow and powersports communities.

Links to become a Dealer:

https://uk.giro.com/become-a-dealer.html

https://uk.bellhelmets.com/become-a-dealer.html