BikeBiz Bicycle and cycling retail news
Troy Lee Designs has announced a significant evolution in its ownership structure, moving forward as an independent company.
This pivotal shift, by founder Troy Lee, backed by an American family, marks a new chapter for the brand.
With this new ownership status, Troy Lee Designs is set to channel its renewed energy into the Fall 2024 season and beyond.
Moving forward, the immediate focus for the company is its commitment to securing prominent positions in the bike and motocross helmet and technical apparel markets.
Enhanced investments will enable the brand to deliver new products, including helmets, technical gear, protection, and sportswear, to our valued dealers, distributors, consumers, and enthusiasts.
Troy Lee, the visionary founder and namesake, will continue to play a crucial role as the chairman, strategic brand advisor, and inspirational leader of the renowned paint shop.
Following the announcement, Lee said: “I’m incredibly passionate about our brand and our future. With strong leadership and dedicated partners, I’m stoked for what’s ahead. Peace and Wheelies.”
Jon-Erik Burleson, CEO of TLD, added: “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.”
During the transition, Troy Lee Designs will assist 2 Ride Group portfolio brands with distribution across North America.
A statement from 2 Ride Group reads: “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.”
TLD is best-known for its quality and excellence in helmets, technical gear, protection, and sportswear.
Originally celebrated for its unique helmet designs for top racers, the brand is distinguished by its artistry, inspired by its famous paint shop, and reflected in its helmet and gear designs.
