After more than 30 years, BULL’S is no more: Germany’s largest darts manufacturer will be called BEAZD
OtherFriday, 28 August 2026 at 15:30
One of the most recognisable brands in German darts is entering a major transition. BULL’S Germany will henceforth operate under the name BEAZD. After more than 30 years, Germany’s largest darts manufacturer is retiring its long-standing name. Its ties to the sport and its established products, however, will remain unchanged.
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Since 1992, BULL’S Germany has been a fixture in the darts world. Numerous well-known pros are now signed to the manufacturer. Among them are Martin Schindler and Niko Springer, two of Germany’s most successful players. Polish top performer Krzysztof Ratajski is also on the roster.
The company is now opening a new chapter. BULL’S becomes BEAZD. The decision goes well beyond a fresh logo or modernised packaging.
Clear distinction from BULL’S NL
A key driver of the rebrand lies in the name itself. Alongside BULL’S Germany, BULL’S NL from the Netherlands is another established darts brand. Over the years, this has repeatedly led to confusion and challenges in drawing a clear line between the two brands.
For BULL’S Germany, building a fully independent and distinctive identity had become increasingly difficult. BEAZD is designed to solve precisely that problem.
At the same time, the company believes the moment is right to modernise its entire presentation. Darts has changed dramatically in recent years. What was once a relatively small sport has become an international business reaching millions of viewers.
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Expectations for manufacturers have shifted as well. Beyond dart quality, design, identity, and brand personality now carry far greater weight. This is exactly where BEAZD wants to make its mark.
“We want to be bolder in our design, bring new ideas to life, and create a brand presence that fits our vision of a modern darts brand,” the company explains. The new name should open up more avenues to build a distinctive brand world.
What’s behind the name BEAZD?
The unusual name also has a specific meaning. BEAZD is an artistic take on the English word “Beast.” The company intends it to symbolise the evolution of its previous brand.
BEAZD aims to signal a stronger, more contemporary presence. At the same time, the name is meant to embody a mentality closely tied to darts.
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On stage, results aren’t decided by technique alone. Confidence, mental strength, and belief in the next dart play a decisive role. This is precisely the attitude the manufacturer wants to convey with its new identity.
“Believe in yourself. Keep evolving. Don’t be stopped.”
BEAZD is intended to stand for self-belief and ambition. Even after a poor dart, the goal is to step up to the next throw with full conviction.
The familiar BULL’S logo does not disappear entirely
Despite the new name, the company is not cutting ties with its past. One familiar element remains: the distinctive round B logo with horns.
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The logo has accompanied BULL’S Germany for many years and carries strong recognition in the darts community. It will therefore continue to play an important role under the new name.
The new BEAZD wordmark will complement the well-known symbol. Together, both elements are intended to bridge past and future. The B still stands for the company’s history, while BEAZD embodies its new direction.
What happens to existing BULL’S products?
For players already using BULL’S gear, the name change will not bring fundamental changes at first. The established product lines will continue. The company has no intention of altering its quality standards.
The same applies to the professionals who have been working with BULL’S. Players remain a central pillar of the brand. Signature products developed in partnership will continue.
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The shift will be most visible in design. Many existing products will receive a refreshed look as part of the transition. Packaging, in particular, will undergo a comprehensive overhaul.
The goal is a more unified, modern design language. At first glance, it should be clear that the products belong to the new BEAZD brand.
Schindler, Springer and Ratajski as familiar faces
The manufacturer’s pros will continue to play a key role. Over many years, BULL’S has built a strong position, especially in the German market.
With Martin Schindler, the company has one of Germany’s best-known dart players in its ranks. Niko Springer has also made a rapid name for himself on the PDC Tour and is part of the manufacturer’s line-up.
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Internationally, Krzysztof Ratajski is one of the brand’s marquee names. Poland’s number 1 has been under contract with the German company for 20 years. Other players such as Spain’s number 1 Cristo Reyes, Norway’s number 1 Cor Dekker, plus further German and international standouts are also part of the Münster-based firm.
The new brand is by no means starting from scratch. It builds on more than three decades of experience, established products, and an already proven player roster.
Already lifted a European Tour 2026 title with the BULL’S logo: Krzysztof Ratajski
“Our history remains. Our future is BEAZD”
“More than 30 years of darts experience are the foundation of BEAZD,” it says. Product development know-how, collaboration with players, and ties to the darts community will remain in place.
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At the same time, the manufacturer wants to position itself more independently with BEAZD. The recurring confusion with BULL’S NL should also be consigned to the past.
After more than three decades, the name BULL’S Germany disappears, but not the story behind it. Products, players, and long-standing expertise carry over to the new brand.
Early signs of the switch were visible at the Hungarian Darts Trophy. The new BEAZD wordmark appeared, among other places, on the shirt of defending champion Niko Springer.
The manufacturer sums up the move accordingly: “More than 30 years of darts brought us here. Now we’re ready for what comes next.”
Der Hersteller fasst den Schritt selbst entsprechend zusammen: „Mehr als 30 Jahre Darts haben uns hierhergebracht. Jetzt sind wir bereit für das, was als Nächstes kommt.“
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Samuel GillChief Content Officer
Samuel Gill is the Chief Content Officer (CCO) of DartsNews.com, a role he has held since 2020. He is responsible for editorial governance across the platform, including setting content standards, overseeing accuracy and consistency, and guiding long-term editorial strategy across professional darts coverage. Since joining, he has contributed more than 10,000 articles and editorial pieces, playing a central role in the development and daily operation of the site.
Based in Leicester, Samuel has extensive experience in darts media and has been closely involved in coverage of the professional darts circuit for several years. Within the UK darts community, he is a recognised figure known for his consistent editorial output and ongoing reporting on major tournaments and developments across the PDC calendar.
In his current role, Samuel works closely with editors and writers to ensure content meets clear journalistic standards, with a focus on source verification, editorial consistency, and timely updates when new, confirmed information becomes available.
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