Ignacio Estellés, CEO at ROTOR Bike Components, has issued a letter to the Spanish chainring company’s customers. The letter highlights ROTOR’s growth achievements alongside necessary investments in customer service, manufacturing capacity and distribution…
‘Dear ROTOR fan,
ROTOR Bike Components is an ambitious, ground-breaking company with an impressive list of competition and technical achievements – but even bigger dreams. Thanks to your support we’re growing like wildfire, with our innovative products brought to customers across the globe through over 30 OEM and distribution partners and countless shops.
ROTOR has expanded its 2011 sponsorship program to 5 major teams: Garmin-Cervélo, Geox-TMC, Vacansoleil-DCM, Saur-Sojasun and the Specialized Factory Racing team. The successful result of this strategy is that most cyclists worldwide now recognize our brand and its quality products.
But as always, such great success comes with its caveats: market demand for ROTOR products has exploded so fiercely it has taken us off guard. We are used to managing 200% growth year-on-year, but this years’ spike, exceeding 300% of 2010 invoicing, is turning out to be our biggest challenge yet!
We work constantly to improve our service to you, our valued customers. Since last November we have worked intensively to streamline and improve our ordering, manufacturing, quality control and shipping processes:
•We have increased our staff by over 30% in the last 6 months to manage quality and sales service.
•We have continued to increase our production capacity by purchasing several new lathes and CNC machines, as well as commissioning our first anodization bath and a laser etching machine.
•We also switched to a more reliable future ordering system with our distribution partners, manufacturing to order instead of delivering from limited amounts of local stock, in an attempt to eliminate frustrating stock-outs.
Despite these positive changes, your demand has outpaced our growth. As such we have accumulated a backlog of orders that we have not been able to deliver as fast as we would like.
We ride bikes too, and hate not being able to get out on the road or trails for just one weekend due to a missing component – even it if is a ROTOR product! As such we are stepping up our improvements to live up to the challenge our products’ popularity has created, to allow us to keep up with your demand.
Thank you for your patience and trust in ROTOR Bike Components. Together, we look forward to a future with many more products, a network of trusted Premium and Authorized shops and many, many more satisfied ROTOR customers.
Racing together, we will always win!
Ignacio Estellés, CEO’
