Brand strategy analysis
The takes. BRNDWIRE Editorial is where we step back from the daily wire to argue about what it means: positioning, naming, archetypes, the campaigns everyone gets wrong and the brands quietly getting it right. Longer reads, stronger opinions, and ideas you can bring to your next strategy meeting.
Rapha posted its only profitable year in 2017, the same year the Walton family paid a reported £200m for it, and it has lost money every year since. The price tag demanded growth, and growth cost Rapha the scarcity that justified the price.
By Kyle Duford · Sep 28, 2026 · 5 min read
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