Billed as a "strategic alliance" the agreement will allow Hollywood and SportRack to share technology, R&D, marketing and distribution.
Hollywood is IBD-focussed; SportRack is OE-focussed, a supplier of roof and hitch racks to General Motors, Toyota and others. And it's SportRack racks that you'll see on most of the buses that feature front-loading bike racks, common in the US and Canada.
The two companies will remain independent of each other. Hollywood was founded by Andre Levy and Neil Nussbaum. SportRack is part of the Advanced Accessory Systems group of companies.
The alliance will allow SportRack to use Hollywood bike separators on Sportrack products, and Hollywood can use Sportrack's hitch products to develop a new line of products.
The move was welcomed by Richard Allmark, Fisher Outdoor Leisure's commercial director. Fisher's has been the UK distributor of Hollywood racks for many years and the Sportrack/Hollywood alliance will mean the introduction into the UK of a far wider range of bike carrying products.