Limar has refused to accept that lightweight helmets cannot be safe, moulding and reworking EPS to find the peaks of both extremes. Mark Sutton asks Moore Large’s Martin Pounder how, after two and a half decades, the label has come to be known for both clever engineering and style…
How long has Limar been in the cycle helmet business?
This year Limar is celebrating 26 years of innovation. The company started in 1986, using its previous 20 years experience in expanded polystyrene (EPS) to produce shape-molding for helmets. From its very birth, Limar could take advantage of the in-depth knowledge of polystyrene molding from its mother company MPE (Manifattura Polistirene Espanso).
Any proprietary tech in Limar’s product that won’t be found elsewhere?
MPE was one of the first companies in the EPS moulding sector to exploit in-mould technology and its applications for use on other EPS moulded products. From its inception, Limar was able to transfer such technology into its helmet production. The knowledge gained from its Italian production has allowed Limar to pursue constant innovation targets, achieving important goals in the helmet sector. Their primary goal and objective is lightness. Having the world’s lightest helmet and the world’s lightest range of helmets is a unique characteristic of Limar, that no other helmet manufacturer and designer can boast.
What must a helmet endure in the testing phase and which standards does the helmet range meet?
Limar sells helmets worldwide and therefore its models satisfy the strictest world certifications, according to the country where the helmets are distributed, like CE EN 1078, AS/NZS 2063:2008 and CPSC 16 CFR 1203 – the last two being the standards for Australia, New Zealand and USA.
Each standard has its own specific test requirements. CE impact tests are done against a curbstone (simulating the impact against the pavement) and flat (simulating the impact on a flat road surface). Limar is equipped with an up-to-date internal lab where on-going tests are carried out for new developments as well as helmets in production.
Limar claims to have ‘the world’s lightest helmet’, so how do you go about engineering a lightweight, yet safe helmet?
The in-mould technology, producing a single body made of an inner and outer shell, allows the reduction of the quantity of EPS – therefore limiting the weight of the helmet, without affecting the safety of the cyclist. Specifically with the Ultralight +, the world’s lightest helmet, accurate project studies on the helmet surface, as well as on the distribution of the materials, is necessary. That way you can select the correct way of lightening the helmet, without compromising its functionality and safety. This is the result of Limar’s know-how and expertise in EPS moulding, combined with a strong commitment towards lightness and safety.
Limar now has an eyewear catalogue – what brought this about?
Limar are able to offer customers a complete eyewear range that fits perfectly with the helmet range. It’s a way to give total satisfaction to the riders that choose Limar for their helmet. Limar has developed its collection of eyewear focusing on innovative lense technology and Italian style.
How do you go about designing a helmet for a city rider where crashes are often of a different nature to competition accidents?
From the point of view of certification standards there is no difference in safety requirements for road, MTB or urban helmets. They all have to comply to the same standards and are submitted to the same tests. The main difference is the desig. The line has to be ‘more urban-oriented’ to embrace the taste of everyday city cyclists without compromising their safety.
Are there any exciting products in the pipeline for 2013?
Certainly, the new 2013 Limar collection has a new, stronger focus on MTB helmets, with amazing new graphics and models: A total of seven models to really satisfy all MTB rider’s requirements, while maintaining a clear focus towards the superlight concept.
Limar has also designed a new great urban model named Velov, which is fitted with exclusive characteristics that Limar has developed and applied to its helmets. The 2013 range has been reviewed to enhance Italian style and design, with great attention to the ‘Slick Fit’ concept – improving comfort and ergonomic fit further on helmets in the range by implementing a new fit system, which allows vertical and horizontal adjustments during riding.
From a retail perspective, why stock Limar over competitors?
Limar offers a complete range of in-mould helmets, from children’s to top-end road, BMX, freeride and commuter. All Limar helmets meet strict testing standards and a crash replacement service is available.
Moore Large also offers excellent dealer margins and an extensive range of POS to help merchandise the range in-store. What’s more, large amounts of stock is held, enabling frontline stock to be replenished swiftly.
Will we see the Limar brand at any trade shows this year?
Limar has already been shown in its 2012 form at the Irish Cycling Show, and received a good reception from the visiting dealers and public alike. Moore Large will be at most major shows and events with the label during 2012, including the Cycle Show at the NEC.
What POS and stock incentives are available from Moore Large for the brand?
Moore Large can offer whatever POS the dealer requires, from header boards and slat wall helmet hangers, to free-standing helmet stands. For a small stock commitment of just 24 helmets from the range, dealers will also benefit from substantial offline discounts on all Limar purchases thereafter.
Moore Large: 01332 274252