Saddleback ceases Lazer distribution, Madison picks up

Saddleback 'disappointed' to let Lazer go, with immediate effect
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Saddleback has informed BikeBiz that it has had to let the Lazer brand go in 'circumstances beyond our control'.

The news comes on the same day Madison announces that it has picked up the distribution of the helmets and eyewear label.

Andy Wigmore, director of Saddleback, said: "We would like to thank our dealers for their support of this brand in the short time we were representing it and wish Lazer every success for the future."

Madison will now take over the UK and Ireland distribution of the Belgian brand, with stock on Madison's B2B website from July.

Dominic Langan, Madison CEO, said: "Madison has an unrivalled track record in successfully marketing and selling helmets and has been responsible for placing several million units over the years we have been active in this category. With all our experience and the considerable resources at our disposable our simple objective is to make Lazer the number one helmet brand in the UK and Irish markets. Lazer is a high-quality, progressive business with a long-term outlook, fun to work with and above all else, they are driving helmet design forward through investment and innovation - a brand with a great heritage and an exciting future."

Lazer claim to be the world's oldest manufacturer of helmets.

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