Limar’s Australian Resurrection with New Brand Manager

Bergamo, Italy

Italian bike helmet and eyewear manufacturer Limar is reinvigorating its position in the Australian market, appointing seasoned industry member Julian Green as its brand manager for the region.

A new product range is scheduled for launch in Australian and the wider Oceania region this month, including the latest helmet models and the full range of new Limar eyewear.

It proposes to make most of its range available in this region from the outset, encompassing new road, gravel and MTB products, including the new Etna enduro mountain bike helmet.

A dedicated website, au.limar.com, will also be launched this month, incorporating a B2B area for dealers.

Limar USA co-president, Bianca Bernardi Marshall, said the company is determined to re-establish the brand’s positioning in the Australian market.

Bianca, who is also Limar International’s commercial manager, added the Australian market has always been relevant for the brand.

“In the ’90s, Limar was the only non-Australian brand to have Australian Standards-approved helmets,” she said.

“It is also a nice coincidence that Limar, with its recently reinforced mountain bike range, will have direct distribution in the two countries that saw Limar win Olympic gold medals.”

Italian rider Paola Pezzo claimed gold when MTB made its Olympic debut in Atlanta in 1996, and she repeated the feat in Sydney in 2000.

Limar was also ridden to a gold medal in Sydney by Jan Ullrich in the road category.

In the following two years, Cadel Evans wore Limar when he road for Team Telekom, immediately after switching from mountain bike competition to the road.

Julian said as part of Limar’s reemergence in the Australian market, it will be present at November’s Noosa Triathlon and the 2024 Tour Down Under expo in January, with its UCI World Tour teams, Astana and Israel Premier Tech.