Bell-Riddell-Giro (BRG) sell Easton Cycling to Owner of RaceFace

RACE-FACE-LOGO-620x235Announced today, BRG (which stands for Bell, Riddell, Giro) will be selling it’s Easton cycling division to RaceFace Owner Chris Tutton. This announcement is not surprising as the company officially changed it’s name late last week from Easton-Bell Sports to BRG, although they declared their intent to due so in February, after selling of the Easton branded baseball and softball divisions.

Drop past the break for more details…

SCOTTS VALLEY, Calif. — April 21, 2014 — BRG Sports, Inc., a leading designer, developer and marketer of branded sports equipment, protective products and related accessories, today announced that it has entered into an agreement with cycling industry veteran Chris Tutton, under which he will acquire the Easton Cycling business. Tutton has long worked as an independent sales representative for Easton Cycling’s OEM business and he also owns Race Face Performance Products, a company that has been designing and manufacturing leading-edge performance cycling components, clothing, and protection for more than 20 years. The terms of the deal were not disclosed and it is expected to be completed in the next 60 days.

“We are very pleased that the Easton Cycling unit will be under the leadership of an accomplished industry veteran and business professional like Chris,” said BRG Sports Executive Chairman and CEO Terry Lee. “We have enjoyed a long-standing relationship with him both in business and in our shared passions for cycling, and when he put forth an attractive offer, we felt the timing was right to proceed with a deal. Weare confident that Chris and his team are the best candidates to create a bright future for the Easton Cycling brand.”

Recently, BRG sold the Easton Baseball/Softball business to Bauer Performance Sports. The Company is also continuing to work towards an agreement with a third party for the sale of Easton Hockey.

BRG Sports’ brand portfolio features market leaders across the sports equipment industry. Bell is synonymous with protection and progression as the leader in motorcycle and cycling helmets and accessories. For over 80 years, Riddell has been the premier designer and developer of football helmet technology and continues to deliver innovative protective equipment that helps today’s athlete perform at the highest level. Since creating the first lightweight, high-performance helmets for cycling and snowsports, Giro has excelled in the design, fit and engineering of products that complement the body and improve the ride experience. Blackburn looks at things from the user’s perspective, showing respect for materials and their functionality, while bringing unprecedented innovation to lights, pumps, bags, racks and other bicycle accessories.

Winston & Strawn LLP acted as legal advisor to the Company in connection with the transaction.

About BRG Sports

BRG Sports is a leading designer, developer and marketer of branded sports equipment, protective products and related accessories. The company markets and licenses products under such well-known brands as Easton, Bell, Riddell, Giro, and Blackburn. Its products incorporate leading technology and designs and are used by professional athletes and enthusiasts alike. Headquartered in Scotts Valley, California, the company has 32 facilities worldwide. More information is available at: www.brgsports.com.

Comments

Biker - 04/21/14 - 2:51pm

I wonder if Easton sales are off because they did not protect pricing. I know most bike shops dropped them. This could be the start of brands that Amazon/Online discounters will hurt.

bababooey - 04/21/14 - 3:50pm

in the words of the best music on the planet, Tool: “some say the end is near, some say we’ll see armageddon soon.” not looking to good for EBS now is it…and then there were two.
Over the last few years, Easton has had the reputation of making sub par stuff, especially wheels. always something breaking, having to send in wheels/hubs to them for servicing etc……..all three of the once-giants seem to be falling off into no mans land….sad but true

Charlie Best - 04/21/14 - 4:13pm

Oh snap! better get those Haven parts whilst you still can…

Chad - 04/21/14 - 5:43pm

Wow! This fellow revived RaceFace when they were going under a short while ago and now has gobbled up these companies. I suspect interesting things are still to come…

Alb - 04/21/14 - 5:55pm

BRG = Bell, Riddell, Giro and they just sold Easton Cycling. I’m not a betting man but I’d say it’s highly likely that they’ll flip Blackburn next.

MissedThePoint - 04/21/14 - 8:08pm

A lot of overlap there in products.

chsad - 04/21/14 - 8:21pm

Never got that Bell and Giro overlap in the cycling market. That said I still see plenty of Giro helmets on the trail. I would suspect Easton will see an infusion of energy from Race Face ownership.

Dave - 04/22/14 - 11:15am

Jenson had been selling Easton seat posts and stems at VERY attractive prices lately and I got the feeling they were closing them out. I guess they knew something in advance.

jose - 04/22/14 - 11:56am

Bell and Giro overlap in bike helmets is done for different head shapes.

Tim A - 04/22/14 - 6:49pm

@Alb,

Could be- Riddell has (literally) thousands of brain-injured football players gunning for it, so BRG likely could use some extra cash.

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