The global leading cycling lifestyle apparel brand Rapha announces its official entry into the Chinese mainland market.
Rapha states that entering the Chinese mainland market is a significant milestone, marking an important development in the 20 years since the company was founded. “As the love for cycling among Chinese consumers grows day by day, Rapha brings its unique style, commitment to performance and quality, and insightful understanding of community to both new and existing brand enthusiasts.”
Headquartered in London, since its establishment in 2004, Rapha has aimed to meet the demand for stylish and high-performance cycling apparel and continuously push the boundaries of cycling gear innovation. Its mission is to inspire more people to embrace a cycling lifestyle. Currently, Rapha has established a cycling network of up to 22 clubs in key global cycling cities, including Hong Kong, Seoul, Taipei, Tokyo, and Singapore. Meanwhile, Rapha has also nurtured a global community of 23,000 passionate cyclists—the Rapha Cycling Club (RCC), the largest cycling club in the world.
In August 2017, the American private equity firm RZC Investments acquired a controlling stake in Rapha. RZC is an investment company founded by Steuart Walton and Tom Walton, grandsons of Wal-mart founder Sam Walton.
Rapha points out that entering the Chinese mainland market is a strategic move made in the context of significant growth in the cycling market. As more and more people choose cycling as a lifestyle, Rapha will bring its products and collections to Chinese consumers, including: the Pro Team – Rapha’s race series, which is the brand’s top series, utilizing race-winning technology, worn by top professional cyclists participating in the highest level competitions. The Brevet long-distance series, Classic series, Core series, and Lifestyle series will also be available in the Rapha Tmall flagship store set to open in April. Rapha products are also available from today at Trek and selected high-end retailers, including CLUB100.
Rapha is also committed to promoting the growth and development of Chinese cycling culture through brand and community experiences, organizing RCC cycling events in cooperation with CLUB100, activating iconic Rapha events such as A Day In Hell (the cycling world’s “ultimate” madness), Rapha Women’s 100 (the largest international women’s one-day cycling event globally) and Rapha Festive 500 (the world’s toughest cycling challenge).
In addition to offering products, Rapha is committed to making a positive impact. The brand has set ambitious goals to continuously minimize the environmental impact of all its operations and has become the first cycling brand to have its science-based targets validated by the SBTi. By 2025, as part of its commitment to impact, Rapha aims to ensure that over 90% of its products are made from environmentally preferred materials, further reduce waste through the Excess program, and convert all Rapha clubs and offices to use 100% renewable energy.
Rapha Chief Operating Officer Caroline Crosswell said: “We believe in the power of cycling to change lives and are thrilled to bring Rapha’s cycling lifestyle to China, inspiring more people to join this lifestyle. Entering this market is a response to the enthusiastic support of our Chinese customers. We look forward to collaborating with local partners and organizations to provide excellent experiences and promote the already very active cycling community’s development.”
| Source: press release
| Image Credit: Rapha
| Editor: LeZhi
