Shimano to Acquire Lazer Sport

Jul 1, 2016
by Pinkbike Staff  
Press Release

Shimano Europe is proud to announce that it has signed an agreement for the acquisition of Lazer Sport NV, the Belgian helmet company, on June 30, 2016. The transaction is subject to receipt of regulatory clearances and other customary closing conditions. Shimano and Lazer expect to close the transaction in the second half of 2016. Lazer, founded in 1919, is the world's oldest helmet company, designing, manufacturing and marketing its protective headwear products for cycling, leisure and winter sports in more than 50 countries over five continents.

Shimano's acquisition of Lazer advances its mission to support people across the world to enjoy cycling and inspire excitement for exploring by bike. Lazer headwear complements Shimano’s own clothing, footwear and eyewear products, as well as Pearl Izumi clothing, also owned by Shimano, to bring a complete top-to-toe line up for on the bike use.

Sean van Waes, Managing Director, said, "This is a complete win-win for Lazer and Shimano. It allows Lazer to concentrate on what we do best - innovation - helping us to become the biggest helmet brand in the world at a faster pace whilst giving Shimano access to the best helmets in the business.

"By combining Shimano's customer base with our unique patents, technologies and products, the Shimano group will be well positioned to equip road, MTB, urban and leisure bike riders with a full mix of innovative components and accessories.”

The combination of the two companies will increase the value Shimano and Lazer deliver to distributors and retailers in the cycle industry, whilst expanding Shimano's portfolio.
Lazers

For all customers and consumers, the acquisition brings greater expertise to both companies, which will allow for the enhanced creation and delivery of products on both sides. This in turn will enable retailers to bring better products into stores and enhance the experiences of everyone who rides a bike.

Marc Van Rooij, President of Shimano Europe, said, "When we made the decision to expand our portfolio we were looking to invest in a strong and successful global brand that resonated well with consumers. We're very pleased to say that in Lazer we found the perfect match. We have become big fans of Lazer products and what Lazer has achieved. This exciting acquisition allows us to strengthen our position in key markets across the world and benefit from the technological expertise Lazer has built up in its helmet division. We look forward to working with our new Lazer colleagues in the near future."

Under the terms of the acquisition agreement, Lazer company owners Sean van Waes and Peter Steenwegen, Sales Director, will remain an integral part of the Lazer management board. All staff will also remain with the company at its base in Antwerp, Belgium.


MENTIONS: @shimano




67 Comments

  • + 105
 How did they get George Lucas to hand over the rights to all of that Star Wars stuff?
  • + 22
 I have no original thoughts...
  • + 6
 Those helmets were not made until after Disney purchased the rights to Star Wars by buying LucasFilm Studios. Disney has been milking Star Wars for every penny it can turn.
  • + 16
 "I used to bull's-eye womp rats in my T-16 back home. They're not much bigger than two meters."
  • + 13
 "But I was going into Tosche Station to pick up some power converters!"
  • + 11
 @johannensc: even as kids back in 77, we always thought luke came across like a whiney bitch when he said that line.......

lol.
  • + 12
 They used zee force
  • + 1
 You can waste time with your friends after you have done your chores
  • + 3
 Shimanos new slogan
"Pew pew pew"
  • + 22
 There is your return fire to the 1x revolution Shimano continues to insist is not happening - a helmet telepathically shift your 2x system electronic front derailleur! Shots fired SRAM...shots fired.
  • + 20
 did not see that one coming. kinda surprised they didnt go after the suspension market first.
  • + 9
 I'm guessing the money in cycling is greater in apparel than suspension. Every cyclist needs gear, and gears, maybe not suspension?
  • + 6
 @JungleT: with the prices of apparel these companies are trying to charge, I wouldn't be surprised at all if there is a lot more profit margin there than in components
  • + 9
 This is probably for the road market. Now they can have shimano group set, pro components, and lazer apparel.
  • + 11
 No matter the industry, it seems like apparel usually have the biggest profit margins.
  • + 8
 They do really need to get themselves a suspension brand though. The amount of bikes that come stock with SRAM tells a tale, & that tale is "cheaper build kits due to vertical integration with Rock Shox."
  • + 1
 @PLC07: You could not be more wrong.
  • + 6
 @troyleedesigns: and here again comes the tld whining "we are small, we have no money". I find your brand every day less cool with your comments. Maybe not having the whole media on tld gears would help you save some money? Just saying.
  • + 16
 @PLC07: certainly true in surfing where board shapers' profits usually come from t-shirt sales, not the boards.
@troyleedesigns : Business is always harder than it looks from the outside. Still, it may be hard to understand for average Joe Dirt that bike pants/ jerseys are more expensive than their Shimano XT brake set.
  • + 9
 @troyleedesigns: bullshit. I used to work in the wholesale side of the bike industry and clothing/accessory markup is the highest!
  • + 8
 @troyleedesigns: Don't try to explain why we're misinformed or anything. Just insult and expect us to think you're edgy and cool. Toerag.
  • - 2
 @troyleedesigns: They see TLD trollin', they hatin'.
  • + 1
 @j12j: don't think the road wienies will give up the pearl izumi gear that shimano already owns
  • + 3
 @PLC07: That because it takes a certain amount of skill to assemble bike parts but any 5 year old can sew clothes in a sweat shop for 10cents a day.
  • + 3
 Just FYI, there's a LOT more margin in clothing than components, at least on the retail side of things. Although it can still be tough to sell TLD kit even at a discount when other large retailers (need I name names?) insist on selling it at rock bottom Wink
  • - 2
 @slowrider73: You are going to have to be more specific than siting "I used to work in the wholesale side" if you want to use that as a credential. Did you work for a distributor? If so, then you would not be privy to the OEM margins only disti margins. If you worked for an OEM, did you work for an apparel company? Even if you worked for an OEM apparel company did you work for a profitable one? Also, you would need to site sell through guarantees, OEM rebates, shipping allowances, vendor financing terms etc which vary from OEM to OEM in order to come to a conclusion about apparel margins vs, in this case, component margins.
  • + 0
 @sam264: You're right - OEM margins made from its sales to retailers/distributors are not the same as the margins made by a retail shop selling to a customer.
  • + 1
 @rackrackcity: not the customers fault. If a company cannot find sufficient margins, and the market doesn't seem interested to bear another cost increase then the company changes or dies. @troyleedesigns seems to instead troll on Pinkbike. Also, every industry has idiosyncrasies that make it unique. Components and apparel are both subject to retail environment, and involve similar processes.
  • + 1
 A dude I know owns a bike shop. He said, I don't earn money selling bikes, this one (shows a bike) costs 5k. I sell 10 helmets, 3 jerseys, a pair of gloves and get same the margin.
  • + 17
 allow me the pleasure of introducing you to shimano...lazer...shimazer
  • + 12
 A truly shimazing synergy of reliable technology and the world's UGLIEST helmet. Its a Win-Win, Shin-Win.... errr Lin-Shwazer.
  • + 7
 That's Lamano
  • + 1
 It'll obv be Lazermano. Who doesn't want to be a laser man?
  • + 2
 In the 80's and 90's Lazer motorcycle helmets were always different looking than everyone elses. It seems they have carried their odd look over to mtb helmets as well. Some people loved them, some hated them, but everyone knew they were ahead of the curve on safety. Hope the acquisition goes well for both companies. Smile
  • + 6
 This is not zee helmets you're looking for.
  • + 6
 and than.....XTR trail helmet Big Grin
  • + 1
 I'll have to wait for the technology to trickle down to XT. Can never afford that XTR kit...
  • + 5
 I went straight to the comments first
  • + 5
 That annoying XTR Di2 beep can now be beamed directly into your ears!
  • - 2
 The electronic shifting beeps at you? Sounds like the worst idea ever let's make my bike electronic so that if I forget to plug it in it doesn't work..
  • + 1
 I think it's awfully funny how many folks are making fun of a helmet with more technology and safety certifications than most products covered here on PB, but that also happened to be the only helmet portrayed from a 'it's too ugly to wear' angle... I find it even funnier, however, that the helmet in question not only ISN'T ugly but that its reviewer didn't even bother pulling the plastic bullshit apart to ACTUALLY test or photograph the helmet (of which I'm currently wearing while sitting on my couch Razz ) instead of just bashing on it.

But yes, commenters, tell us again how ugly the Revolution helmet that you've never worn nor tried nor seen in person is... While you're at it, could you elucidate further on how much you all hate their other standard-beating DH and MTB helmets?

It's a good purchase for Shimano, who just snagged a massively successful brand (across multiple platforms). Interesting to see what they'll do.
  • + 2
 @ambatt have to agree. Lazer is a pretty big deal in the helmet world. Not a lot of marking in the spaces that pinkbikers would see, but overall a very successful company that is very innovative and product driven.
  • + 0
 @eriksaun: what are these spaces? It isn't on the trail. It isn't flying off the shelves. Every article (here and pretty much any other media outlet) that is about them is littered with comments on how ugly they are.

I assume they sell lots somewhere to be around for so long, and to be picked up by Shimano. But I just don't know where.

Have you seen their comical winter cross helmet? How that got out the door is beyond me.

For the record I don't actually mind the x-fighter helmet. Always kinda liked half face helmets.
  • + 2
 @bonfire: There is always the roadbike market if you're wondering who's buying the goofy looking things ;-)
But seriously, Lazer in terms of technology and quality are way ahead. Maybe they're a little short in the design/marketing department but that should be an easy fix and i can see how it would be easy to make a real powerhouse out of the company with the right distributor network and a little investment in marketing.
  • + 5
 The dumb looking helmet store called, they're running out of Lazer!
  • + 6
 Are they running out because people are buying them?
  • + 3
 @mtnbiker315: ha! Painted right into.a logical corner! Well played!
  • + 4
 finally shimano in the bike equipment ! hope they will foster innovation in there
  • + 2
 Of all the stuff they could have bought, they chose these helmets about which pinkbikers were only making fun.
  • + 1
 I imagine they will change everything up. Lazer probably coukdnt because they couldnt afford it. So they got bought out
  • + 0
 Interesting to be trying to get into the head protection game right now. They're going to be way behind. Should have picked up a suspension company or a bike company.
  • - 2
 As someone said "Shimano waits for what the others do and then improves"And a lot of of people think this is the the right way of doing their products.WHAT ? Every year ,everyone wants and waits for inovation,improvement ,eficiency,good looking products etc
and the best technique is waiting for what others are doing ?
R&D means what ?
Dont take me wrong i have shimano products and also sram .I pick from each one what i think is better in terms of function and price for me
Sram sins ,in my POV .for to much offer and prices in some products out of control,Cassetes and some derailleurs just insane.
400$ for a cassete ? a wear product ?80$ for a chain ?They have a few products like those
  • + 1
 TLD for DH and moto and Giro for road and trails...tyvm.
  • + 1
 Well...they'll be cheap and plentiful on the internets now!
  • + 0
 Lazer=\=Marzocchi, Shimano. The only Shimano product I want that isn't bolted to my bike is your shoes.
  • + 2
 Buck Rogers called.....
  • + 1
 PRO helmets?
  • + 0
 Why Shimano?
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