Revelyst confirms Giro and Bell to go dealer-direct and direct-to-consumer in the UK

Revelyst has announced the expansion of its dealer-direct and direct-to-consumer (DTC) model for the Giro and Bell brands in the United Kingdom.

This decision marks a significant evolution of a multichannel approach with the brands.

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 has enabled the growth of both the selling and customer experience teams based in-country.

From January 2025, Revelyst will directly oversee the sale and distribution of Giro (bike and snow) and Bell (bike and powersports) products within the UK.

“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 Jeff McGuane, Revelyst’s adventure sports president.

“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.”

By adopting the distribution model, Revelyst aims to provide UK consumers with an improved shopping experience, increased access to the full range of Giro and Bell products, exclusive product launches, and enhanced customer support.

Revelyst will be introducing direct channels for support, education, and engagement, ensuring customers have the information they need to select the best products for their needs.

Since August 2024 Revelyst has operated and served the UK market with Fox Racing on a 5,000 sqm logistic centre, managed by a 3PL.

According to the firm, this supports a high level of service and quick replenishment which all Revelyst UK partners can expect in the future.

A spokesperson for Revelyst added: “The transition is aligned with broader global trends in consumer behavior, where direct connections between brands and customers are increasingly valued.

“Revelyst is dedicated to ensuring a smooth transition, working closely with existing dealers to minimise any disruptions and guarantee continued access to Giro and Bell products during the changeover.”

UK retailers and customers can expect further developments in the coming months, including the launch of refreshed e-commerce platforms for both Giro and Bell, alongside expanded community initiatives and events with the UK cycling, snow and powersports communities.

For more information, or to become a dealer, visit: uk.giro.com or: uk.bellhelmets.com