ABUS Mobile Security, a provider of bicycle locks, helmets and bags, hired Brian Orloff as vice president of sales and marketing. He will manage operations from its U.S. headquarters in Chicago.
Orloff, a 20-plus year veteran in the bike and outdoor industries, had previously managed the North American operations for Sigma Sport and Bkool, with experience in wholesale distribution and retail.
“I am very excited to join ABUS. Their commitment to safety and security and their omnipresence in e-bikes mean unlimited opportunities for retailers throughout North America. On top of that, their focus on customer support is second to none,” Orloff said.
As ABUS offerings in North America expand, including a line of mountain bike helmets, Orloff will be tasked with leading the sales and marketing team while working directly with its distribution partners, Highway Two in the U.S. and HLC in Canada.
Axel Roesler, sales and marketing director, ABUS Mobile Security added, “Brian will be a great asset to the team. His wide-ranging professional experience is exactly what we were looking for in a new vice president. He is passionate about the bike industry, and we are very excited to have him lead the team as we continue to grow our business in North America, including the launch of a new line of mountain bike helmets in 2022.”
