Ryan Matthew company information

He may be located far from anywhere in rustic Staffordshire but invisible is the last thing Ian Hill plans to be. A well known industry veteran, he has now realised his lifetime ambition by opening up his own trade distribution business offering own branded range of helmets RM plus the familiar Lookwell Bike Fashion apparel brand, and Italian Styl Martin footwear. Thanks largely to the encouragement and financial support of recently departed mentor Syd Tooth, who played a leading role in Feridax's platform for success over four decades, Hill - himself a former warehouse operative at Feridax - lives and works out of a tastefully converted farm buildings amid rolling hills near Tamworth. He has no illusions about the challenge ahead, however.

'The industry is awash with clothing and helmets but dealers are always on the lookout for something different - a new brand or range to sell that is not already available from the dealer down the road' he says. 'And that is what I will be able to supply. My business is microscopic compared to the big players but I have no desire to become a gigantic wholesaler. My plan is to become successful by supplying excellent product to a relatively small number of dealers and by giving them an agreed trading area. And despite the general oversupply, our products are already in more than 100 dealers. Six agents are equipped with samples of all three product ranges and there are large areas of the country where we need representation.

'This is a new venture, and the early signs are very encouraging, particularly product reliability. We have not had a single failure which has been down to the quality of the products. We are going for a niche market - aiming at perhaps 200 accounts, quality dealers with quality products.

Dealers are getting used to us being around and business is slowly building in a typical people buy from people way that is the hallmark of the motorcycle industry'.

Ian faces three different challenges with his three separate product ranges. Trading under the company brand name Ryan Matthew named after his sons, the Brummie born entrepreneur has to establish his own brand RM. He anticipates a different approach with Styl Martin boots as the newly appointed UK distributor of the brand with patrons including an impressive Who's Who of world champion stars such as Eddie Lawson, John Kocinski and Virginio Ferrari. 'Styl Martin is a known brand and will attract dealers', he says. 'And the GP sonic was RIDE recommended in 2005, comparing very well with other boots in its sector'.

But Hill took his first step into the UK trade distribution with Lookwell Bike Fashion, the Dutch leather and Textile manufacturer, a well known name over the past 30 years. He hopes that half remembered images of the great and good such as Mike Hailwood, Phil Read and Charlie Williams wearing Lookwell will help to rekindle a brand that's still in good stead despite the massive increase in competition.

As the sole UK agent for Lookwell's range of one piece and two piece leathers, textiles boots and gloves, supplies are freighted direct from Lookwell's HQ in Eindhoven, Holland, with dealers ordering either direct from Lookwell, through Ryan Matthew or agents of Ryan Matthew Ltd.

At Lookwell’s height and popularity in the UK, there was never a very large network - only about a dozen outlets - and that is how I intend to

in initial stock, a generous trading area and up to a 42 percent margin on products.
'We can support them with point of sale material such as bags, posters, mugs, coasters, and keyrings etc. Another of Lookwell’s strength is that we don't need to create a profile for the brand. It already exists and is very strong in Ten other countries across Europe'.

In common with many competitors, Lookwell manufactures in China and Pakistan but Hill insists the company's longevity is a testimony to its delivery of quality products. The leather used is the fairly standard1.2-1.4mm but points of stress at the elbows, knees, crotch and shoulders are stitched up to six times while Knox armour aims to minimise get-off consequences.

'It's still early days but with some of the groundwork done on restarting Lookwell and Styl Martin in the UK, 2007 should be good - especially with the new range that will be on display at the Motorcycle Trade Expo in January'.

'The brands from Ryan Matthew has the potential for being a quick-turnover, good profit earner for dealers and it is produced by people with a proven track record in the industry', he says. 'But more importantly it brings a new and exclusive name to the market that only a few dealers will be able to offer to their customers.