MATCHLESS SOLD AGAIN

In common with other extinct motorcycle brand names, the Matchless marque has changed hands again, moving down the Mediterranean from Greece to Italy, and the house of Malinotti.  That name might ring a bell, as the Malinotti family purchased Belstaff in 2005, and revived the brand name by cladding supermodels and movie stars with their shorter, tighter versions of Belstaff's archival designs.  After opening a dozen Belstaff stores in Europe, the brand ran into financial trouble, and the Malinottis sold Belstaff last year, as the company's debts were reportedly in the region of 40M euros.  Luckily for the Malinottis, the Belstaff brand had gained considerable industry 'juice', and  the Labelux group purchased Belstaff for a reported 110M euros (this after the Malinottis paid a pittance to acquire the name in 2005; quite a profit).  Labelux has hired candle-maker Harry Slatkin as CEO of Belstaff, for a re-revamping of the brand.

The Matchless name, sold by Bonhams in 2006 for £45,000, was purchased by a mini-consortium of four Greek motorcycle enthusiasts; Panagiotis Mariolopoulos (an architect, and secretary of the motorcycle commission of FIVA), Dr. Nikolaos Stoumbos (medical doctor and motorcycle enthusiast), Ms Ilayali(Yla) Galani (owner of a classic bike shop), and Panagiotis Zarifopoulos (also a classic bike shop owner racer).  These four intended to design a new range of modern bikes and begin production of the marque, as stated at the time of purchase.  But motorcycling is an unforgiving industry, requiring vast amounts of cash; given the weak financial situation in Greece, loans for the immense startup costs for manufacturing were no doubt impossible.

Franco Malenotti with a BSA Gold Star

Franco Malenotti, paterfamilias of the motorcycling and clothing family (son Michele was CEO of Belstaff), secured the deal for Matchless, and hopes to revive the brand as he did with Belstaff.  According to Omnimoto.it, they plan to build a series of 'limited production' motorcycles, inspired by the Matchless G80, Silver Hawk, and Silver Arrow models.

The company HQ is slated for London (Plumstead Road, anyone?).  To quote Omnimoto: "Of course, a part of the new Matchless business plan centers on having an extensive apparel and accessories line to accompany the motorcycles, making the new company very much an exercise in vintage motorcycle lifestyle branding, which should please the Concours crowds immensely."  I don't know what the 'Concours crowd' will think of Matchless clothing, but an ad campaign along the lines of Belstaff's shots with Kate Moss et al (see below) will certainly catch the eyes of High Street fashionistas.

The Malenottis brought huge media attention to Belstaff with Kate Moss fashion shoots, and product placement in prominent films.

Harley Davidson has long made more money selling apparel than motorcycles, and is sometimes described as a 'T shirt company which makes bikes'.  At least the new Matchless company is clear about its most likely source of revenue.

Note: the last time a Matchless-badged motorcycle was produced was 1990, the end of Les Harris' run of Rotax-engined machines.  See the story here.

Posted in: Belstaff, Matchless