Industry

Troy Lee Designs Sold to European Motorcycle Equipment Brand 2Ride Group

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European motorcycle equipment manufacturer 2Ride Group has acquired California-based bike and moto protective gear brand Troy Lee Designs from SBJ Captial.

2Ride Group’s majority owner, Eurazeo, is France’s largest private equity fund.

Terms of the sale were not released. The integration will be led by TLD founder Troy Lee and TLD CEO Jason Steris, and 2RG CEO Christophe Sicaud.

“Many thanks to SBJ for partnering with me and our executive team to take TLD to this next level,” Lee said. “I also want to thank my family who has persevered with me and helped make all of this happen. Over the past 41 years, it has been my dream and passion to create and design safety products and iconic graphic designs. I’ve had the opportunity to work with incredible artists and amazing athletes all over the world. With the 2Ride partnership, I am totally energized to continue the journey and expand my dream, and I couldn’t be more excited for this next chapter to get started.”

TLD CEO Jason Steris added, “I couldn’t be more proud of what Troy, SBJ, and our management team were able to accomplish together. SBJ has been a supportive partner since day one, working alongside the team to professionalize the business and help us achieve this outcome. Joining the 2Ride Group is an exciting new chapter. The TLD and 2RH teams share a lot of the same values – a commitment and passion to deliver the safest, best-in-class protective products. This partnership will collectively make our businesses stronger, so that we can continue to elevate the TLD brand experience for racers and enthusiasts worldwide.”

Under the partnership, 2Ride Group and Troy Lee Designs jointly will develop protective products for the motorcycle, cycling, and outdoor markets.

“It doesn’t seem that long ago that I first met Troy, and we started talking about how to take his iconic racing brand to the next level while riding trails around Laguna, said Tom Barber, SBJ co-founder and managing director. “To realize that vision over the years and be a part of all the company has accomplished has been exceptionally rewarding for all of us at SBJ. We are confident that 2Ride and Eurazeo are the perfect partners for TLD, and we can’t wait to see all the business will continue to accomplish in the years ahead.”

SBJ Co-Founder and Managing Director Bill Jesse, concluded, “What a ride it has been with Troy, Jason, and the rest of the team since we partnered together five years ago. The success they have achieved is a testament to the authenticity of the TLD brand and the design quality of the TLD products. We can’t thank Troy enough for trusting us as his partner over the years and Jason and the team for working with Troy and SBJ to rapidly grow this iconic and enduring brand.”

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