Cycling fanatic Simon Mottram founded Rapha Racing in 2004. The firm designs and manufactures luxury road-cycling sportswear and accessories, which it sells mainly through its website. Products range from performance clothing to luggage, books, music, shaving kits and even holidays, all of which aim to be authentic expressions of the sport. One of the skincare products, for example, has been designed with the smell of a well-pedalled mountain route in France in mind. Thanks to expansion of its niche market, sales rose by 72% a year, from £1.4m in 2007 to £7m in 2010.
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