In conversation with Rapha Racing’s Dov O’Neil
With e-commerce sales in China alone expected to pass USD1.132 trillion in 2017, iconic sportswear and lifestyle brand Rapha Racing has ambitious plans for further expansion in Asia-Pacific.
The London-headquartered upmarket cycling brand, founded by branding consultant and lifelong cyclist Simon Mottram in 2004, features a wide selection of products, ranging from GBP20 accessories to bespoke holidays in the Alps, and even has its very own GBP135 annual membership for its clubhouses.
Dov O’Neil, Head of Logistics at Rapha Racing shares his insights..
What are the main challenges for sportswear brands in terms of logistics and supply chain management?.
Rapha's growth has been hyper-international with significant gains in emerging markets in South East Asia and the Middle East, where cycling is a new sport, and e-commerce a new way to interact with its brands.
These changes mean that Rapha now services more than 50 per cent of consumers from outside its own country, which brings numerous logistics and supply chain challenges and requires the sort of experience and industry acumen Tigers can offer.
What are the core services you receive from Tigers and how has Tigers revolutionised these for Rapha Racing?
Rapha serves its global consumers with the world’s best cycling apparel and lifestyle products be it through its network of Clubhouses, events, or global direct-to-consumer, e-commerce store.
Rapha contracts warehousing and freight services from Tigers and uses its Hong Kong facility as its APAC distribution hub.
Why did you choose to partner with Tigers for your Asia-Pacific e-commerce fulfilment needs? What is it that sets Tigers apart?.
We chose Tigers and Hong Kong for the geographical advantages the region presents for distributed e-commerce. We consider Tigers to be best in class at high-touch, high-service, omni-channel order fulfilment with proven experience in Europe and North America.
What does the future hold for Rapha Racing?
Rapha is opening Clubhouses at a rate of one per month, so check out www.rapha.cc
to see when the Rapha experience is coming to your city.
Visit Rapha Racing
Tags: rapha racing, apac, e-fulfilment