CREATION OF THE DIEZZ BRAND
It was in 1996 that Serge Benguigui (1965-2021), founder of the DIEZZ brand, settled with his family on the shores of Lake Annecy and created the DIEZZ brand.
In this exceptional environment, he embarked on the design of helmets and accessories for skiing.
The helmet and body protection market is no longer confined to the practice of ski racing but is becoming more democratic reaching a wider public who are keen to protect themselves better.
DIEZZ: THE SPECIALIST IN VISOR HELMETS AND PHOTOCHROMICS
In 2007, Serge developed the first visor helmet for skiing. Innovation in the heart of the Alps: here we are, specialists in helmets with visors!
The DIEZZ logo, a “hashtag” now used on all social networks, was already ahead of its time. DIEZZ is today the French brand which has only one objective: to offer the best compromise between design, quality and safety!
Our expertise in ski helmets, especially with integrated visor and photochromic, has enabled us to develop an ever more efficient range of goggles and body protection, once again intended for winter sports.
As a specialist in photochromics, the company has developed its ActivLux® Photochromic* screens (category 1-3), which are the best performing on the market.
1996 – Creation of GB Diffusion – Distribution of winter sports accessories (UV control, Brekka, Garr&Co)
1999 – Launch of the DIEZZ brand Helmets and body protection
2000 – Reinforcement of the sales team: 5 representatives now cover all the French massifs
2001 – Exclusive distributor of the American brand GORDINI® in France : Technical ski gloves
2007 – Launch of the first visor helmet with classic protective treatment. The range of helmets now includes over 13 references
2015 – Development of proprietary integrated visor mold: unique helmet visor mold
2016 – Launch of ACTIVLUX® photochromic technology co-developed with partner suppliers
2017 – Launch of the first range of DIEZZ photochromic ski goggles
2018 – First listing by Le Vieux Campeur, a guarantee of quality recognised by specialist retailers
2020 – After the death of its founder, Diezz is taken over by a couple of entrepreneurs Sandra and François-Régis Arbet. Originally from the Savoie region, he was a shop owner in the mountains and she was a network manager in a bank. They consolidated the company with the existing teams.
A new era has begun for the brand around structuring projects: product diversification, sustainable development, new e-commerce website, identity modernization.