"We know our end customers," states Tom Grymonprez, CEO of Richa NV, summarizing the reasons for the Belgian company's success. "Most of the people who work for us ride motorcycles themselves and know exactly what motorcyclists need and want. However, the foundation of everything we do is quality. Safety is crucial – after all, our clothing also protects the rider – as well as good fit and attractive appearance of the outfits are important. Moreover, we ensure that our products are also affordable." As for the B2B customers, they particularly appreciate Richa for its agility, quick delivery, and responsiveness to individual requests. "Thanks to our flexible production, we can also manufacture smaller quantities and consider special orders," promises the CEO.

Three Business Areas

Richa NV currently covers three segments. The core brand Richa develops, produces, and sells everything motorcycle riders need. The Richa brand's portfolio includes, under the motto 'Everything for the Motorcyclist', motorcycle jackets and pants in various collections, as well as vests, gloves, warning and rainwear, boots, underwear, backpacks, care products, and other accessories such as protectors and head coverings. The products are distributed worldwide through retail and online shops like FC Moto and Polo in Germany. The geographical reach extends from Australia, New Zealand, and South America to Asia and Scandinavia. Overall, the products are distributed in about 50 countries. Approximately 75% of sales are now made outside the Benelux countries. Other sales channels for the Richa brand include wholesale, distributors, and agents. As a second pillar, the company operates 18 retail stores under the name MKC Moto in Belgium, the Netherlands, and Austria. These stores carry both their own label and premium products from other manufacturers. Last but not least, the third business area supplies motorcycle clothing and necessary accessories to authorities and public and private organizations such as police and the Red Cross. This segment is currently primarily active in the Benelux region but also already serves customers in France.

Started with Gloves

The success story of the company began in 1952 with the manufacturing of leather gloves for motorcyclists by Charles Rigaux. His son Julien was inspired by his father's name, Rigaux Charles, and from this created the brand name Richa. Being a motorcyclist himself, Luc Rigaux, the son of Julien, began manufacturing motorcycle clothing in 1977. Manufacturing facilities were opened in Tunisia and Pakistan in 1982 and 1990, respectively, and in 1991, Richa moved to a new headquarters in Michelbeke, Belgium. Further milestones in the coming years include contracts with the Belgian and Dutch police and the certification of the complete collection according to DIN EN ISO 17092 for motorcycle clothing.

Intensified Marketing

Today, the Rigaux family and the private equity firm KeBeK are shareholders of the company, which has 120 employees and a turnover of 50 million EUR. The headquarters, including a 12,000 m2 warehouse, is located in Oudenaarde, and there is also a Dutch branch near Leiden. "In recent years, we have invested heavily in our dealer marketing," describes Tom Grymonprez. "We work very closely with our distribution partners in the respective countries to support them and to make the Richa brand more well-known. We use both digital platforms, where materials can be accessed, as well as product-supportive measures for stores, such as displays." For branding campaigns, Richa extensively uses social media such as Instagram, Facebook, Tictoc, and LinkedIn, as well as influencers. "In marketing, we pursue an omnichannel strategy," says the CEO. "And we are also considering getting into sponsorship." Additionally, there are stands at trade fairs such as the Nuremberg Enforce Tac and the Milan EICMA.

High-Quality Material

By using high-quality materials that enable durable clothing, Richa also meets sustainability requirements. Here, the company works closely with competent partners. For example, the textiles used include Cordura®, Armacor®, Superfabric®, Ripstop, and Softshell. A department at the company's headquarters in Oudenaarde handles minor repairs of the clothing. Since 2015, the clothing has also been Gore-Tex certified.

Teamwork

The love for the product also characterizes the work environment at Richa, where CEO Tom Grymonprez and many other employees are themselves passionate motorcyclists. "Teamwork is very important to us," explains the CEO. "This is how many ideas are generated, which are implemented very quickly. What also sets us apart are our direct and open communication and the proven structures of a family business that has grown over more than seven decades." With this background, Tom Grymonprez also sees great potential for growth in the coming years. "We will continue to appeal to motorcyclists with strong collections. Our professional marketing will also ensure that our visibility in the market continues to grow." For the CEO, working with people and setting things in motion is the biggest motivation to continue to advance the company Richa.