Founded in England in 1780, Squire has spent more than two centuries developing security products designed to protect motorcycles, bicycles, equipment and property… now the brand has set its sights on the colonies, um, United States. Squire Bike Locks USA, the U.S. powersports division of Henry Squire & Sons Ltd., will officially launch its expanded U.S. powersports program at the 2026 SEMA Show, November 3–6 at the Las Vegas Convention Center.
“SEMA is the right place to formally introduce the next chapter of Squire in the United States,” says John Squire, CEO of Henry Squire & Sons Ltd. “Our family has been making locks since 1780. We are bringing that experience to the U.S. powersports market with products designed for riders who take both their machines and their security seriously.”
Products being presented as part of the Squire powersports program include the company’s high-security Maximus, Matterhorn Mini, Himalaya ground-anchor solution, Barricade, Mercury chain-and-lock systems, and portable Straplok Combi products. The full range is supported by Squire’s emphasis on engineered security, long-term product development and a 10-year product guarantee across applicable products.
Building A U.S. Dealer Network With PRA
The launch is being undertaken in conjunction with the Powersports Rep Association, supporting Squire’s development of a specialist U.S. powersports dealer and distribution network.
“The opportunity is much larger than selling another motorcycle lock,” notes Noel Clarke, COO of Squire Locks USA. “We are building a U.S. program around how powersports customers actually use and protect their equipment. A rider may need security for the motorcycle, trailer, garage and equipment they take with them. Squire has the depth of range to address those needs under one established security brand.”
PRA and Squire will use the SEMA launch to meet with powersports dealers, distributors, sales representatives and prospective industry partners as the companies expand Squire’s U.S. market presence. See Squire at the SEMA Show Booth #57251
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