Company Profile
AFX North America Inc. is a privately-owned and operated manufacturer of motorcycle, ATV, scooter and snowmobile helmets. Established in 1996, the Cerritos (CA, USA) and London (ON, Canada) based company has enjoyed exceptional growth and currently stands as one of the top helmet suppliers for the North American market.
Why We Started AFX
During the mid-90's, we realized that consumers were receiving less helmet for the dollar than ever before. Prices were continually inflating without any tangible innovations or improvements in features to justify them. Therefore we decided to enter the marketplace starting from a "clean-sheet" approach, aiming to provide full-featured helmets at reasonable prices. This corporate philosophy has led us to develop an extensive helmet line that is full-featured, attractive, highly functional, yet still affordable. Starting from scratch allowed us to build the helmets right the first time, without having to build over any existing styles or designs.
Maintaining Value
Unlike helmet manufacturers who work with agents and resellers, we at AFX sell our products exclusively to distributors, and only to one per country we supply. In turn, these exclusive distributors sell directly to retail dealers. By conducting business in this manner, we're able to eliminate additional tiers in the supply chain which only contribute to inflated prices and a wider disconnect between us and our customers. Avoiding needless middlemen allows us to provide leading edge helmets at surprisingly afforadble prices.
Looking Ahead
Since 1996, AFX North America Inc. has enjoyed strong and consistent growth, thanks in part to the strong distribution network we have established in the United States and Canada, as well as to the enthusiastic response we have received from dealers who've found that AFX helmets are not only quality products, but hot sellers. Currently, we are looking to expand our distribution network to new markets, particularly Europe (launching AFX Europe in late 2006) and Australia, and hope to be selling globally within the next few years, while continuing to improve our market penetration and brand awareness in North America.
