British Dealer News Jan 2022

Page 38

LS2 UK

With a new European headquarters and a fresh range of helmets and apparel for 2022, BDN met LS2’s UK sales director Paul Haskins to get the lowdown for the season ahead

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S2 is looking forward to another big year in 2022, with new helmets, new colourways, and new clothing added to the line-up. An updated range of gloves also makes it into the new 2022 catalogue as the dealer-direct supplier grows its offering in the UK and on a global scale. The new products and ranges have already been unveiled in more than 100 markets worldwide, which is impressive for a brand that has only been in existence for 15 years and has shown phenomenal growth in such a short timeframe. MHR, the Chinese manufacturing company behind the LS2 brand, produces upwards of three million helmets a year and has recently announced that it is building a brand-new European HQ based in Barcelona, which is due to open in May this year. It will feed all of the European countries LS2 operates in, apart from the UK, which is serviced by a dedicated warehouse based in Ashington, Northumberland. This saw major upgrades in 2021 to allow an increase in stockholding and to further enhance picking rates and productivity.

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Feng gloves

UNIT SALES In the UK, national sales director Paul Haskins describes 2021 as “turbulent!”. “We pushed hard, and sales have exceeded target. We will be

There is no room for middlemen or wholesalers, that just increases the price to the customer and costs everyone margin comfortably over the 40,000-unit sales mark for 2021 and the shift in model mix has really increased the unit value per sale and offers dealers a much wide range of helmets and apparel.” “The market in 2021 has been tough, in what are challenging times for the country,

Swift gloves

but we have a very attractive selection of helmets that are priced ultra-competitively to the consumer and offer the dealer a great margin. There is no room for middlemen or wholesalers, that just increases the price to the customer and costs everyone margin, and we want dealers to make a good profit from selling LS2. That encourages them to come back,” added Haskins.

THE BRAND The perception of the LS2 brand is evolving. “We were once recognised solely for entrylevel product, but that mindset is changing

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