Market: With the Belgian quality brand Lazer, Stuttgart-based Paul Lange & Co. OHG is now presenting a complete range of bicycle helmets, ranging from entry-level to high-end models and special time trial, racing, mountain bike, sports and urban helmets to the gravity range. In addition, Lazer has special cycling and sports glasses in its range.
With immediate effect, Paul Lange & Co. takes over the general agency for Germany for the bicycle helmets and glasses of Lazer Sport NV from Antwerp, Belgium. Founded in 1919 and very successful over the years with a wide variety of protective equipment, including bicycle and motorcycle helmets in particular, the sports and bicycle division was spun off in 2009 under the name Lazer Sport. Lazer bicycle helmets are now on the market in more than 50 countries on five continents - and quite successfully. In Australia, where helmets are compulsory, the Belgians have established themselves as number one. In the United States, Lazer is also well ahead as the second-best foreign brand.
“We are delighted to have Lazer as a partner, enabling us to continue exceeding our commitment to offering a comprehensive range of products with outstanding features and top quality,” says Bernhard Lange, Managing Partner of Paul Lange & Co. OHG, about the new addition to their brand portfolio. “With experience dating back to 1919 and cutting-edge technological innovations, Lazer, like us, combines tradition with modernity and is therefore an excellent fit for us. Regardless of legal regulations, our goal is to make wearing a helmet a matter of course for every cyclist. With innovative technologies, excellent comfort, and modern, fresh designs, Lazer helmets bring us a step closer to this goal.”
“We are delighted about this partnership, because we know Paul Lange & Co. as a very strong sales organization in Germany with a long history of success ,” confirms Sean Van Waes, CEO of Lazer Sport.
“Founded in 1919, Lazer is the manufacturer with the most experience in the helmet business. With our broad portfolio of helmets and Magneto eyewear, Lazer is at the forefront of product innovation in cycling, skiing and snowboarding, and eyewear. I am certain that the collaboration between Lazer and Paul Lange & Co. will prove to be the right recipe for continued successful growth in Germany. We are ready and at the starting line. Our goal is pole position ,” Van Waes stated confidently.