Ritchy.com

How two smokers who loved the idea of vaping got into the business

2009, Moscow. Outside temperature, -20°C.
We’re sitting in a small flat, running an online vape shop. Being smokers, we’d always loved the idea of vaping as a way to improve our own lives and the lives of smokers, by providing a pleasurable alternative to smoking. In effect, we were the very first ambassadors of the products we sold–the first vapers in Ritchy.

However, we sought to reach out further and looked for ways to find the next level of development. The most obvious next step for us was a showroom, where we could meet with our customers, and discuss our passion for vaping, one on one.

Once we were open, the Ritchy shop became known to provide the best service in Moscow. Anyone could stop by and talk openly about their needs, experiences, or concerns about the now flourishing e-cigarette industry.

Around this time our vision began to crystalize. We understood our products were not just another trendy gadget or fad, but that vaping represented a game-changer for all the ‘victims’ of smoking. So one snowy Moscow night, we committed ourselves to becoming a meaningful part of the bigger picture. We decided to do our part to make a difference in the lives of smokers and those around them.

From that moment, we focused like a laser on this goal, doing whatever it took to turn Ritchy into a truly global company dedicated to  improving the lives of its customers.

How we built own competencies in manufacturing, distribution and product development

Our first big move was to set up production of our own vaping brand, Liqua. We understood that the majority of vapers wanted quality and convenience; an experience that is as pleasurable as smoking used to be. The vision of Liqua was, and still is, to provide the all-day vaping pleasure that will satisfy our customers and keep them from slipping back into their old smoking habits.

For us, this meant developing our own manufacturing, R&D and quality assurance to deliver a safe, credible and consistent product that would grow to find acceptance all over the world. As usual, we didn’t stop there. We returned to the basics, to the consumer and in the years following we launched 3 distribution centers in the EU, US and Asia.

On a journey to become the number one global brand

So far it has been a crazy and not always easy journey for two young guys to embark upon. There have been setbacks and belt-tightening moments. However, the results speak for themselves, as Liqua has grown from nothing to now being available in more than 85 countries worldwide. We still feel we are only at the beginning of our journey. There are a million reasons to quit smoking, yet every day, people still light cigarettes all over the world. We believe that the missing link to this puzzle has been finding an alternative to smoking that is as attractive to smokers as smoking itself.

Our products provide an alternative that offers choice, pleasure, and style. We offer smokers and their loved ones the immediate effects of a better lifestyle choice. When they can make an informed decision whether they want to minimize or remove nicotine dependence, our products provide a useful and proven alternative.

We will continue on our mission to challenge the status quo and provide a better alternative to smoking.