A NORTH East company is preparing to launch its potentially life-saving product in the US, which it is confident will be its most lucrative market.

Washington-based Reevu makes rear-view motor cycle helmets which are now on sale all over the world. In December, the business will be introducing the helmet to the US at a trade show in Los Angeles.

It’s hoped that penetration into the US market will help the firm’s sales, which are currently more than £5m.

Reevu director Graham Steele said: “As it is a safety item, you have to go through tests in each individual country. Our business is now probably 97% export.

“Having this technology which is offering safety while they’re riding, it’s a no-brainer really. We know we are doing the right thing.

“It’s something they do need. A lot of accidents are caused by motorcyclists having to turn round.”

Orders from Chile alone have increased nine-fold since the new design was introduced. Company founder Billy Morgan spent more than £1m developing the patented optical technology behind the helmets.

The company has a team of four based in Washington and a network of sales agents worldwide.

The components for the helmet are manufactured in Europe and the product itself is assembled in Asia.