Staying on track together: How Rogelli and TCOG are building sustainable growth
In an era of digital acceleration and evolving customer needs, Rogelli remains true to its course. What started as a small initiative fueled by a passion for cycling has grown into an international player in cycling, running, and triathlon apparel—firmly rooted in the down-to-earth charm of Brabant. “We truly are a family business,” says Melvin Wagtmans, third-generation leader at Rogelli. “My grandfather was a professional cyclist who even rode in the Tour de France and wore the yellow jersey. Due to heart problems, he had to end his career early. Instead of giving up, he entered the textile industry and founded Gowa. That’s where it all began.”
The Rogelli brand—likely named after Roger and Elli, two of the founder’s children—emerged later. “The brand, founded in 1974, had gone bankrupt twice before we acquired it in the early 1990s. Yet we saw potential in this cycling brand, which with its name and style clearly nods to Italian cycling culture. Since then, we’ve conducted all our activities under the Rogelli name—a quintessentially Dutch brand, although few people know that.”
From Drawing Board to Scalability
When Wagtmans and his brother took over the business from their father in 2018, it quickly became clear that Rogelli was ready for a new phase. “We saw the brand’s potential but also realized many things had to change to future-proof the company. There was no Research & Development department, no clear brand positioning, and no focus on online marketing. Now, all products are developed in-house by our own team, led by my brother Michael.”
Modern entrepreneurship brought new challenges. “We were still operating out of an old school building from the 1950s. Order picking was still done on paper. Our entire IT environment was outdated. Then the pandemic hit, and suddenly things moved fast—everyone wanted to go outside, to cycle, to be active. We experienced explosive growth. But after that came more difficult times, and like many retailers, we faced declining demand and overproduction. It was a rollercoaster.”
Laying the Groundwork for Future Growth
It was precisely during that uncertain period that the foundation for the future was laid. Wagtmans: “We had already transitioned to Microsoft Dynamics 365 Business Central, but our previous software partner had implemented a lot of custom solutions. In hindsight, that was a poor decision—constant updates were required, and the system wasn’t scalable.”
The search for a sustainable solution brought Rogelli to TCOG. “They have extensive knowledge of the fashion industry, and that’s evident in everything they do. They work with their own fashion solution, itSuitsFashion 365, which aligns perfectly with our needs—from inventory management to finance and sales processes.”
Their collaboration with logistics partner Monta was also integrated. “We were the first client to go live with their new warehouse system. It was quite a challenge and certainly not without issues, but now we have a solid foundation for growth. With TCOG’s solution as our backbone, we can truly scale up.”
Efficiency, Scalability, and Experience
The impact of the new digital infrastructure is felt throughout the entire company. “With tools like Continia for financial administration, we save a great deal of time. Less manual work, fewer errors. Our webshop also runs much more smoothly now. We can really make data-driven decisions.”
Still, the human element remains central to Rogelli. “Our tagline is ‘Enjoy the distance.’ It’s not just reflected in our products but also in the way we do business. We create accessible, comfortable sportswear with strong value for money—supporting our customers in their athletic journey, whether they’re just starting out or already effortlessly riding 200 kilometers.”
Looking Ahead
Rogelli’s international ambitions are clear. “At the moment, we’re seeing strong growth in Scandinavia. We’ve been active in several countries for years, such as Poland. Our focus for the coming years is on neighboring countries: Germany, France, and the UK.”
Brand awareness is the next key priority. “Thanks to our collaboration with TCOG, we now have a scalable operation that enables us to focus on growing brand awareness and engagement.” Rogelli demonstrates how a clear vision, healthy ambition, and the right partners can make all the difference.
“We’re far from done,” Wagtmans concludes. “But we now have the structure, the systems, and the spirit to really move forward. Thanks to TCOG, we can focus on what truly matters: our customers, our brand, and our love for the sport.”
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