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It’s Bihr time for RaceFX

Bihr has acquired Race FX which it says will firstly allow it to get better access to the UK off-road distribution market and secondly, complement the position Bihr currently has through MotoDirect on the ‘street’ segment in the UK.

Samantha and Paul Irwin announced today – the 10th of March – that they have signed and closed an agreement that will give Bihr 100 per cent ownership of Race FX.

“The fit of Race FX and Bihr together just made perfect sense,” said Irwin. “Race FX and Bihr have a number of brands in common – Race FX in the UK and Bihr on the Continent – and this transaction will allow us to get full access to both the off road and road distribution channels in the UK. This is great news for our customers and suppliers, and I am looking forward to a busy year ahead.”

“Welcoming Race FX into the Bihr group is a real opportunity for us to truly accelerate our deployment in the UK,” added Christophe Piron, CEO of Bihr. “Beyond the 34 brands currently distributed by Race FX and MotoDirect in the UK, the Brand and Product team of Bihr worked very hard last year to secure the distribution of 150 additional brands in the UK.”

“We are thrilled to partner with Race FX,” said Terry Birtles, Country Manager of Bihr UK. “The expertise of the Blackburn-based company in off-road rider gear together with parts and accessories distribution is critical for us. In the coming weeks, we will leverage the Blackburn warehouse to progressively introduce the newly distributed products in UK.”

In terms of organisation, Paul Irwin has been appointed Off-Road Business Development Manager UK for Bihr. He will report to Terry Birtles.

Pictured (left to right); Terry Birtles, Samantha Irwin, Paul Irwin, Christophe Piron