Diversifying out of the motorcycle industry is a brand rich in Italian history, LEM, launching into the cycling market with 7 new bicycle helmets covering everything from road, mountain bike, commuter, and kid’s categories.
In 1972, Romano Magnani created “Lavorazioni Elmi Magnani” which translates to “Helmet Workshop of Magnani”, or LEM, for short. Decades later, the brand helped to establish the European Guidelines of helmet safety, ECE22. Now based in Northern California LEM are bringing their long history and expertise in head protection into the cycling industry, launching the new range at the global EuroBike Tradeshow in Friedrichshafen, July 8-10.
“We’re entering the market with high-quality product and a unique perspective and brand ethos that embraces the freedom, satisfaction, and fun you get from riding your bike. Our collection of helmets spans just about every cycling category, and are crafted and designed with safety as a top priority and the simple idea that life is more fun on two wheels,” said Stuart Brown, LEM Helmets sales manager. “We want riders of all abilities to feel the comfort and performance of our helmets and – with this confidence – allow LEM to seamlessly become an extension of their riding.”
Refreshingly, over 50 different colourways are available and the price tag isn’t all bad either, with the road collection starting from $65.
LEM will sell direct-to-consumer across North America and will start taking orders from mid-July. The brand plans to open additional retail sales channels as it expands over the rest of 2018 and beyond.