After more than three decades, one of the most recognisable names in German darts is no more. BULL'S Germany, the country's largest darts manufacturer, will henceforth operate under the name BEAZD. The company, a fixture in the darts world since 1992, is retiring its long-standing name, though its ties to the sport and established products remain unchanged.
The rebrand goes far beyond a fresh logo or modernised packaging. A key driver is the persistent confusion with BULL'S NL from the Netherlands, another established darts brand. Over the years, this has repeatedly led to challenges in drawing a clear line between the two. For BULL'S Germany, building a fully independent and distinctive identity had become increasingly difficult, and BEAZD is designed to solve that problem.
The company also believes the moment is right to modernise its entire presentation. Darts has changed dramatically in recent years, evolving from a relatively small sport into an international business reaching millions of viewers. Expectations for manufacturers have shifted as well—beyond dart quality, design, identity, and brand personality now carry far greater weight. "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 unusual name BEAZD is an artistic take on the English word "Beast," symbolising the evolution of the previous brand. It aims to signal a stronger, more contemporary presence while embodying a mentality closely tied to darts: confidence, mental strength, and belief in the next dart. "Believe in yourself. Keep evolving. Don't be stopped," is the mantra. The familiar round B logo with horns will not disappear entirely—it will continue to play an important role, complemented by the new BEAZD wordmark, bridging past and future.
Existing BULL'S products will continue unchanged in quality, with a refreshed look and comprehensive packaging overhaul. The manufacturer's pros remain central, including Martin Schindler and Niko Springer, two of Germany's most successful players, and Polish top performer Krzysztof Ratajski, who has been under contract for 20 years. Spain's number 1 Cristo Reyes, Norway's number 1 Cor Dekker, and other German and international standouts are also part of the Münster-based firm. Early signs of the switch were visible at the Hungarian Darts Trophy, where the new BEAZD wordmark appeared on the shirt of defending champion Niko Springer. The manufacturer sums up the move: "More than 30 years of darts brought us here. Now we're ready for what comes next."
