Revelyst, formerly Vista Outdoor’s outdoor products segment, is expanding its dealer-direct and direct-to-consumer (DTC) model for its Giro and Bell brands in the UK.
“This decision marks a significant evolution of a multichannel approach with renowned brands,” the company explained in a media release. “Fox Racing, Giro Sport Design, and Bell Helmets will engage directly with UK retailers and consumers, aiming to be the partner of choice. This move enabled the growth of both the selling and customer experience teams based in-country.”
Effective January 2025, Revelyst will reportedly directly oversee the sale and distribution of Giro (bike and snow) and Bell (bike and powersports) products in the UK.
“This move is driven by Revelyst’s commitment to enhancing the customer experience, strengthening brand presence and fostering deeper connections with UK retailers and consumers,” the company said.
“Switching to a customer-centric model is a transformative step in our mission to bring the world-class design and innovation of Giro and Bell closer to our UK audience,” said Revelyst’s Adventure Sports President Jeff McGuane. “We are grateful for our collaboration with our partners over the years, and this evolution reflects our vision to deliver a more tailored and engaging experience for our customers.”
The transition “aligns with a broader global trend in consumer behavior, where direct connections between brands and customers are increasingly valued.”
A Customer-Centric Approach
By adopting the distribution model, Revelyst aims to provide UK consumers with:
- Enhanced access to the full range of Giro and Bell products through select retail partnerships and dedicated online platforms;
- Earlier access to new product releases and exclusive collections; and
- Direct channels for support, education and engagement to ensure customers have the information to select the best products for their needs.
Since August 2024, Revelyst has operated and served the UK market with Fox Racing in a 5,000-square-meter logistic center managed by a 3PL worldwide logistics company, supporting a high level of service and quick replenishment, which Revelyst said “UK partners can expect in the future.”
Looking Ahead
Revelyst said UK retailers and customers would see new developments in the coming months, including the launch of refreshed e-commerce platforms for the Giro and Bell brands and expanded community initiatives and events to support UK cycling, snow and power sports communities.
Image courtesy Bell/Revelyst
