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Ritchey introduces MAP policy

Published October 27, 2014

SAN CARLOS, Calif. (BRAIN) — Ritchey has adopted a global minimum advertised price (MAP) policy and will sell only to authorized distributors and retailers. The policy goes into effect Nov. 1.

“Ritchey’s MAP policy is designed to support our dealers and protect the perception of the brand as a high-end supplier,” said COO John Frechette. “Tom Ritchey spent 40 years building his company with the help of the IBD, and we continue to value that relationship.”

Under the new policy, retailers are free to sell products at any price but they cannot advertise or promote Ritchey product at prices below the company’s stated minimum advertised price. Ritchey’s MAP policy includes sales through Amazon and eBay, and the company stated that it will take an aggressive stance toward enforcing it, including the stoppage of sales to distributors or dealers in violation.

For more information on Ritchey’s MAP policy or to obtain a MAP price list, retailers can contact U.S. sales director Eric Brecheen at

Topics associated with this article: MAP

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