Jochim Aerts built Ridley Bikes through his will, ambition and passion for the sport of cycling. While this resulted in a prominent and respected brand, the company’s sales just didn’t match up to its potential.
Aerts brought in Lucidity’s principal manager to develop Ridley’s untapped opportunities. Lucidity took a global approach that started with retooling Ridley’s sales execution outside of Europe, minimizing financial risk while maximizing profitability. Next, to improve North American profitability, Lucidity implemented a key direct-to-retail model that encompassed sales, marketing, distribution, supply chain management, and product development. In Asia, Lucidity optimized supply chain and product delivery, which resulted in the business growing 20% in that region alone. Finally, Lucidity helped maximize capacity in Ridley’s Belgian factory by implementing and OEM manufacturing process.