Seven strong range will sit alongside Madison's cycle apparel line-up

Madison will launch own brand helmets at iceBike*

Madison is to launch a range of exclusively designed, competitive own brand helmets with – it says – great dealer margins.

Coordinated with Madison’s cycle apparel range, the seven-strong range tops out with the mountain bike Zenith and will be displayed to dealers for the very first time at iceBike* next week (Tuesday February 23rd until Thursday February 25th at Arena:MK).

The Madison helmet range will complement the Lazer offering, also available from the distributor.

Designed at Madison’s HQ in Milton Keynes in collaboration with experienced helmet engineers, the new Madison helmets are designed for the everyday cyclist and the entire range is covered by the Madison crash replacement scheme.

The firm said: “The Madison helmets boast unique designs, fitting systems and head form as well as great dealer margins and controlled distribution from Madison. To add to the brand consistency, much of the range is colour coordinated with the Madison apparel line – the Zenith and Peloton specifically relate to the mountain bike and road collections in the Madison Clothing range, making it a simple and logical sell for retailers.”

The Madison helmet range is made up of the Zenith, Peloton, Trail, Tour, Freewheel, Track and Scoot.

RRP: £79.99
The Zenith helmet is the top of the line MTB helmet, designed using construction tech to create a lightweight, high tech and durable helmet suitable to take on tough trails.

RRP: £69.99
The Peloton helmet is the top end lightweight road helmet.

RRP: £44.99
The Trail helmet offers style, comfort and protection for city or trail riding, with a simple pro fit system.

RRP: £39.99
The everyday riding-focused Tour has 19 air vents and plenty of comfort features including brushed internal pads.

RRP: £34.99
This value helmet has plenty of features to keep riders cool and comfortable while riding, including the pro fit system and 15 air vents.

RRP: £29.99
This entry level helmet is packed with features, including the pro fit system, 15 air vents and brushed internal padding.

RRP: £19.99
The Scoot helmet is safety-minded with an in-moulded polycarbonate impact shell, protective rear and lower surround shell and the easy to use pinch guard buckle.

Dominic Langan, Madison CEO, said: “The introduction of this new and exclusive Madison helmet line is part of our dual brand strategy with Lazer helmets. It allows our retail customers to offer helmets at all the key price points, with generous and achievable margins in a well-managed market environment. Madison helmets also offer an alternative head form and fitting system so between the Madison and Lazer brands we have it all covered.”

Dealers can register for iceBike* and see the full range in the flesh via Helmets will be available for dealers to order from the show and in stock in early April.

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