Troy Lee Designs sold to 2Ride Group

California-based Troy Lee Designs (TLD) has been bought by 2Ride Group.

Headquartered in Marseille, the 2Ride Group is a manufacturer and distributor of protective equipment for motorcyclists, skiers and cyclists. Since 2018 2Ride Group has been owned by Eurazeo, a France based global investment group.

The sale sees TLD leaving SBJ Capital, which, since 2016, has been an investment partner.

Of the announcement TLD Founder Troy Lee comments: “Many thanks to SBJ for partnering with me and our executive team to take TLD to this next level.”

“Over the past 41 years, it has been my dream and passion to create and design safety products and iconic graphic designs. I’ve had the opportunity to work with incredible artists and amazing athletes all over the world. With the 2Ride partnership, I am totally energized to continue the journey and expand my dream, and I couldn’t be more excited for this next chapter to get started.”

Jason Steris, CEO of TLD notes: “Joining the 2Ride group is an exciting new chapter. The TLD and 2Ride teams have many values, including commitment, passion and the desire to provide the safest protective products in their category. Through this partnership, which will benefit both our business, we can continue to build the TLD brand experience for riders and enthusiasts worldwide.”

Saddleback are the longstanding distributor of TLD in the UK.