BikeBiz Bicycle and cycling retail news
LEM Helmets has unveiled a new collection of cycling head protection as it expands into the cycling industry.
The brand has a rich heritage in head protection and safety products in the motorcycle industry, and feels now is the time to broaden its horizons.
Seven new helmets – ranging from road and MTB to commuter and kids – have been designed to “help riders, novice and seasoned, get the most out of like on two wheels”.
LEM will begin taking orders in mid-July, with plans to open additional retail sales channels as it expands throughout the rest of 2018 and beyond.
“LEM Helmets are entering the market with high-quality products with a unique perspective and brand ethos that embraces the freedom, satisfaction and fun you get from riding your bike," said Stuart Brown, LEM Helmets EMEA sales manager.
"Our collection of helmets spans just about every cycling category and are designed with safety as a top priority alongside the simple idea that life is more fun on two wheels. We want riders of all abilities to feel confident with the comfort and performance of our helmets allowing LEM to seamlessly become an extension of their riding.”
The collection is being marketed as:
Road
Gavia – Safety technology with performance built in, it takes its name from the iconic Italian Passo Gavia in the Alps – one of the most feared and famous uphill climbs in the Giro d’Italia.
Tailwind – Made for all-day comfort, it hits the sweet spot between weekend warrior and competitor, creating experiences that make you want to ride more.
Volata – Known as the “final sprint” throughout Italian cycling, it enhances your riding experience, helping you find your zone, whether you’re cranking for fitness, commuting, on a club ride or century tour.
MTB
Flow – From technical lines to winding single-track, it keeps you in the moment, moving in sync with your body, comfortable with all-round protection that makes everything line up perfectly.
Commuter
Boulevard – Stylish and reliable, this versatile commuter helmet is designed for the pursuit of everyday fun. Designed for comfort and to fit your lifestyle, allowing you to absorb all the elements and environments of your ride.
Kids
Scout – Made for brave explorers and thrill-seekers on two-wheels, this helmet knows how to be the leader of the pack, blaze a new trail and be an individual. With head safety dialled in, it lets kids focus on fun and expand their horizons.
Lil’ Champ – For the little ones who want to be big kids, this toddler helmet wins at keeping the early stages of biking fun and engaging, while assuring parents their child is ultra-protected.
