COMPANY PROFILE
Q&A- Cheryl Taylor, Editor, talks to Ralf Balonier Head of Sales at Ferdinand Richter GmbH
Tell us about your company history. What’s the story behind the brand? Ferdinand Richter GmbH can look back on an eventful company history that began at the end of the 19th century. In 1893 Theresa and Wenzel Richter (then Rychtar) found a shoemaker's workshop at Gesellenhausstraße 13, Linz (Upper Austria). Forty-three years later Ferdinand Richter takes over the shoemaker workshop of his father Wenzel. In 1945 he specialised in the manufacture of high quality children's and young people’s footwear. Since then, Richter children’s shoes have gradually conquered the world - a success story made in Austria.
Do you have a brand philosophy? Whether babies, toddlers or adolescents, Richter is aware of its responsibility towards children. We understand their world, their needs, demands and challenges. We see shoes with their eyes. Our task, which we have pursued with great passion for over 65 years, is to produce the best footwear for children's sensitive feet. We not only combine tradition with innovation, but also the needs of parents and children in the perfect shoe.
Richter styles are designed to appeal to children and parents, both visually, as well as provide the necessary features to meet the high demands of everyday needs. Richter shoes, with their fit matched to children’s feet, are carefully made with high quality materials so that they can be used in all activities and provide a pleasant foot climate in all-weathers.
How many pairs of shoes did you sell last year? Roughly 1.1 million pairs of Richter shoes.
What sets your company’s products apart from the rest? The exceptional combination of design and function, besides the snug fit, high-quality materials and careful manufacturing. Where are you based and where do you manufacture? Our headquarters are in Austria. We own a factory in Slovakia, where we manufacture 70% of our shoes. 30% of the shoes are produced with partners (extended workbench) in Eastern Europe and Vietnam.
How many people do you have working for you? Do you have a high turnover of staff? We have about 225 employees (headquarters in Austria, sales staff and factory staff in Slovakia). The quantity is stable.
How do you market your products? Do you use social networking? We market our shoes through our sales staff and independent agents or distributors. We currently are working on a social media marketing strategy. Any famous customers? Zalando, Amazon, Snow & Rock
And, the next step? Any plans for the future, new lines etc? The new developments for spring/summer 2013 are a new toddler shoes' sole, a new sole for boys' sandals, new fashionable outsoles and the Richter shop-in-shop concept.
Ferdinand Richter GmbH, Schärdinger Straße 1, A-4061 Pasching, Austria
www.richter.at
36 • FOOTWEAR TODAY
• JUNE/JULY 2012
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