Holley Performance Brands (NYSE:HLLY), a global leader in automotive enthusiast products, announced on March 20, 2026, that it has acquired HRX, a high-growth Italian brand specializing in premium, handmade motorsports racewear.
While the specific financial terms of the transaction were not disclosed, the deal marks a significant strategic move to deepen Holley’s "Safety & Racing" vertical and establish a stronger operational foothold within the European racing circuit.
Based in Milan, Italy, HRX is renowned for its technical expertise in FIA-certified garments, including customized racing suits, gloves, and footwear.
The brand’s focus on bespoke customization and high-performance materials aligns directly with Holley’s existing elite safety brands, such as Simpson, Stilo, HANS, and RaceQuip.
By integrating HRX’s design and manufacturing capabilities, Holley can now offer a "head-to-toe" safety solution for professional and amateur racers alike.
Management indicated that a primary driver for the acquisition is the ability to leverage Holley’s massive domestic distribution network to scale HRX's reach in the North American market.
Conversely, HRX’s established relationships with European racing teams and sanctioning bodies provide Holley with a streamlined channel to grow its other safety brands overseas.
This cross-pollination is expected to drive meaningful synergies in both the direct-to-consumer and professional wholesale channels throughout 2026 and 2027.