BRANDS
Ribble’s commercial director David Stacey shows Rebecca Morley round the Clitheroe showroom
on the Ribble brand and business. The brand is the essence of what we do but ultimately the customer is absolutely the priority. That would be my advice for 100 years’ time - you’ve got to keep the brand core to what we do. Customer experience is absolutely vital. “For us as a team, I look back over the past period of time when we’ve been custodians of the Ribble brand, it’s the passion, the passion that we all collectively share for the brand, the customer, but also cycling in general. That’s what drives us forward. It’s not just as a business, there’s more to this than that. “We believe in what we’re doing and we can share the same vision, and ultimately it comes down to giving our customers the best possible products and the best possible experience. “We can always do better, I think that’s the key thing is
always making sure that we can do better.” In terms of what makes the brand unique, Stacey said: “The value that the customer is getting, whether they’re spending £9,000 pounds or £900, is really market leading and that’s something we intend to keep absolutely front
www.bikebiz.com
and centre of the business.” Stacey added: “From being connected from showroom right through to the website through to the bike building, the design of the bike, and sourcing of products, all of that is within our remit. “We’re dealing with Mr. Smith, we’ve been through that
journey with him at all points, we’re fully in control of the experience when it comes to the showroom and coming on our website, there’s no third party selling that bike at the end. We’re fully in control of that and again, I think that’s absolutely within our DNA. That’s something we don’t envisage ever changing.” From my visit, it’s evident the passion and dedication
everyone has to the brand - it’s a real team effort that makes it special. “We are the opposite of a big corporate business,” said Lawson. “The team feels like a family who can talk to each other and deliver on what we’re trying to deliver. “Across Ribble, there isn’t that superstar that has the unicorn magic wand. It’s actually lots of little bits, that’s what makes the difference.” ●
January 2023 | 51
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