February 23, 2026 - (Mühltal, GER) Riese & Müller, the premium manufacturer of e-bikes and cargo bikes, is targeting its investment in the future and systematically continuing to develop its global brand and digital ecosystem. At the core of this new direction is a honed and standardised brand image that is reflected consistently worldwide in images, messaging and assets – both online and at the point of sale. This consistent brand communication increases brand recognition, enhances awareness in relevant target groups, and specifically strengthens demand for dealers.

“A strong brand is created where customers experience our products – we wish to make these experiences even more customer-centric, both online and offline,” explains Dr. Sandra Wolf, CEO of Riese & Müller. “Our aim is to continue to strengthen our brand and messaging and to further reinforce our relationships with our dealers.”

Following an international pitch, Riese & Müller succeeded in winning over the renowned design and digital agency AKQA as a strategic partner for this comprehensive reorientation.

Seamless integration of online and offline
“As a premium brand, we place the highest demands on our external image. Our customers should feel this everywhere – on our website as well as at their local dealer. Everything should coalesce seamlessly,” explains Rainer De Mey, Chief Digital Officer at Riese & Müller. “We want to rethink the overall experience with our brand and inspire even more people to use our products. We now have AKQA as a partner on board who can support this at the highest level.”

“Riese & Müller is a brand characterised by quality, clarity and purpose,” stresses Chris Marsh, Group Experience Design Director at AKQA. “Translating these qualities into an end-to-end brand experience – from the very first contact with the brand to everyday life with the bike – is what makes this collaboration so special.”

First tangible results of the new brand and platform strategy are expected to emerge in the course of 2026.