Rapha closes North American office

[rwsaunders]

They haven’t been the same since they started calling a gilet a vest on their website and the models in the photos went from being grizzled Euro hardmen riding in the worst conditions, to under nourished waifs attempting to stage snowball fights in their Summer shoes…bring back the mystique. Fwiw, I have a collection of their Brevet jerseys, Winter jerseys and older Winter shells…good stuff.

[e-RICHIE]

Originally Posted by rwsaunders

They haven’t been the same since they started calling a gilet a vest on their website and the models in the photos went from being grizzled Euro hardmen riding in the worst conditions, to under nourished waifs attempting to stage snowball fights in their Summer shoes…bring back the mystique. Fwiw, I have a collection of their Brevet jerseys, Winter jerseys and older Winter shells…good stuff.

It's not the changes so much this time. It's that it all seems to be ending. You think kids want to come with their parents and take fox-trot lessons? Trips to Europe, that's what the kids want. Twenty-two countries in three days. It feels like it's all slipping away.

Max Kellerman ^ .

[Likes2ridefar]

Originally Posted by rwsaunders

They haven’t been the same since they started calling a gilet a vest on their website and the models in the photos went from being grizzled Euro hardmen riding in the worst conditions, to under nourished waifs attempting to stage snowball fights in their Summer shoes…bring back the mystique. Fwiw, I have a collection of their Brevet jerseys, Winter jerseys and older Winter shells…good stuff.

I just got a brevet jersey a few months ago and it is equivalent or nicer than the previous brevet jerseys I’ve owned from them over the years. I didn’t notice the models. I only notice the sale price in size medium when searching

[Red Tornado]

Originally Posted by mdeth1313

Never impressed with their stuff. I believe the only thing I ever purchased from them was a kid's jersey for my son, and that was clearance. Absolutely none of their stuff jumped out and made me think I really wanted it.

Well that and most of their stuff seems to be colors that make you invisible on the road (to drivers).

This. The only color I have literally ever seen on riders wearing Rapha in these parts is Black. Head to toe.

[Mikej]

They need to quit making track suits and lounge wear. I like Rapha a lot, but they seem to have far too many options outside of their “core” business. It’s the pro team, brevet and classic lines that seem to sell. And the recent move to shipping from UK to the US is painful- I used to get my stuff in 2-3 days, last order took 14. Being that the typical customer is particular, and they are a basically a direct to consumer, they need to get back to speedy delivery and returns.

[Mr. Pink]

Originally Posted by Red Tornado

This. The only color I have literally ever seen on riders wearing Rapha in these parts is Black. Head to toe.

That and black bikes drop my jaw sometimes. I mean looks good at the espresso stop, but, jeez, don't you know everyone is stoned and texting out there?

One time I drove by a black guy all in black on a black bike at dusk. No lights. I made the sign of the cross.

[Likes2ridefar]

Idk, I must buy my rapha jerseys from another rapha. All of mine are high viz, purposely. None have any black besides the brand name on a few.

[aaronffs]

my favorite recent rapha purchase... (on super clearance sale to the other point in this thread)

[makoti]

Originally Posted by aaronffs

my favorite recent rapha purchase... (on super clearance sale to the other point in this thread)

I got a copper/brown version, and like all my Rapha jerseys, the fit is perfect for me.

[the bottle ride]

Originally Posted by rwsaunders

They haven’t been the same since they started calling a gilet a vest on their website and the models in the photos went from being grizzled Euro hardmen riding in the worst conditions, to under nourished waifs attempting to stage snowball fights in their Summer shoes…bring back the mystique. Fwiw, I have a collection of their Brevet jerseys, Winter jerseys and older Winter shells…good stuff.

This-
There has been a change in the corporate message.

Some of their kit has served me amazingly well-
I still wear their original knee warmers and classic jersey. I would buy that in a heartbeat.

All the sales and all the different lines flooded the market.

In order to sell high end well, exclusivity and limited numbers of production are part that formula. That has not been Rapha as of late. They need to reset their expectations on their total addressable market.

Love their stuff- I buy it when on sale. Their core bibs have been amazing along with the pro set I have.

I hope they find success again.

[BobbyJones]

This is sad to hear.

Sometimes "evolve or die" gets heard as "grow or die" and doesn't end up well.

[robertbb]

Originally Posted by AngryScientist

The cycling economy is contracting.

In such cases the fat usually gets trimmed first.

What exactly were these people in the NA office doing, one has to wonder?

My new MS Teams background.

With thanks.....

[Ttx1]

Maybe a road cycling brand did not have the elasticity to appeal to MTB, in a MTB community.

Maybe the absence of classic references and cineastes to deliver the message failed to sustain whatever community had been built.

Maybe the lack of expansion into potential markets - even as seasonal popups - made the RCC community hard to sustain or build.

Maybe the abandonment of the ambassador Slack channel after the departure of the community manager in a single season - with no communication and no effort to maintain - was a clear harbinger of management's approach on a few levels...

Maybe cycling just isn't that precious and the combo of hero worship of cycling celebrities / teams with more authentic experiences (and goods) never made sense in the first place (Team Sky / Froome).

Rapha needed to follow a premium contemporary apparel playbook - think Lululemon - and instead they went chasing after a bunch of boondoggles like lower price points, offbeat sponsorships that noone cared about, prime time sponsorships that noone cared about, side lines that no one cared about, etc.

Rapha was/is also limited by cycling. If the brand was not entirely road-cycling specific, they may have tapped in to the premium running segment, like Tracksmith - an obvious growth opportunity for a brand that makes or made well tailored athletic apparel. But that was even more remote than, say, an MTB line.

Rapha was great for a while. Long live Rapha.

[jkbrwn]

Perhaps Rapha created an entire segment of non-ugly cycling apparel, had a ten year head start in the industry and eventually competitors caught up with them, leading to fewer sales. Really is as simple as that in my opinion.

[AngryScientist]

Originally Posted by jkbrwn

Perhaps Rapha created an entire segment of non-ugly cycling apparel, had a ten year head start in the industry and eventually competitors caught up with them, leading to fewer sales. Really is as simple as that in my opinion.

Agree.

They still do a lot of cool stuff no one else does too.

Still looking for the Prestige Cambridge GPS file!!