Ricoma Insights 2018 Quarter 1

1ST QUARTER • 2018 EDITIONMEET OUR insightsFOUNDER &president THE CHT2:FRANK MA see the machine that’s disruptingMASTER3D PUFF the industryEMBROIDERYIN 6 SIMPLE STEPSGET A SNEAK PEEK MEET OUR DISTRIBUTOR INOF OUR BRAND NEW SOUTH AFRICABUILDING IN MIAMI, FL! DISCOVER RICOMA’S ROLE IN THE SUCCESS OF EMTECHRICOMA INSIGHTS PUBLICATION • ISSUE 0001

W hen I first looked into the embroidery machine market, I found it was dominated by extremely expensive machines from Japan, Ger- many, the United States and South Korea. To compensate for those high equipment costs, embroiderers had to mark up their prices. This narrowed the market of consumers who bought custom goods. I immediately saw an opportunity to change the market by providing good quality embroidery machines at affordable prices. This would not only lower the barrier to entry into the embroidery business, but also increase the amount of custom goods available to people. From the start, our mission has been to make the world look more fashionable and polished through decorative embroidery on things people wear and use.Through years of relentless efforts by our staff, we have become one of the leading manufacturers of embroidery equipment. We have been fiercely devoted to ensur- ing top quality, developing proprietary technology, and providing global 24-hour customer service and support – all at affordable prices. Now that we’ve positioned ourselves as one of the most well-known companies in our industry worldwide, we wanted to give our audience deeper insight into who we are. Thus, Ricoma Insights was born. Within these pages, you’ll get to know more about Ricoma’s vision, technological innovation, new products, embroidery techniques, and more. With each piece of content we create, we aim to keep the apparel and textile decoration industry alive and thriving and help our customers succeed in their businesses. I hope you enjoy getting to know us and the industry a little better through Ricoma Insights. FRANK MA Founder & President

In This Issue... 1ST QUARTER • 2018 EDITIONIn this issue, you can browse through our Customer Corner section to learn how our customers across the globe have succeeded inthe custom apparel industry. You’ll also find five easy ways to market your business on a budget in the How-To section. And whileyou’re there, you’ll learn how to master 3D puff embroidery. It’s not as hard as you think! And don’t forget to check out the InsideRicoma section, where we’ll reveal our upcoming events near you and give you a sneak peak of our brand new facility coming in2018.HOW-TO 3 5 EASY WAYS TO MARKET YOUR inside ricoma 9 RICOMA’S LATEST TECHNOLOGY, EMBROIDERY BUSINESS TO THE CHT2: WHAT’S NEW ANDinside ricoma GENERATE MORE SALES Marketing customer corner WHO’S IT FOR? Discover what Ricoma is crucial to the growth of any business has been working on behind the scenes – and – but that doesn’t mean it has to be exactly how we crafted this technology to expensive or difficult. make running an embroidery business easier than ever. 4 EMBROIDERING ATHLETIC WEAR: THE CHALLENGES AND HOW TO 13 FRANK MA: THE MAN BEHIND THE OVERCOME THEM Find out how using GLOBAL OPERATION the right materials can help you get high Find out what Frank had to say about quality embroidery on performance wear. Ricoma’s global success, and discover his best advice for business owners. 5 MASTERING 3D-PUFF: HOW TO DIGITIZE, PREPARE AND 15 DISTRIBUTOR SPOTLIGHT: EMTECH EMBROIDER HIGH-QUALITY CAPS CEO STAN JOFFE TALKS CISMA 2017, With just a few extra steps, you can create DECORATED APPAREL INDUSTRY beautiful 3D puff embroidery that you Catch Emtech CEO, Stan Joffe, talking can charge more for than your average about the company’s success in the decorated embroidered cap. apparel industry. 7 ADIDAS STORE IN SHANGHAI 17 CUSTOMER FAQ: ALL ABOUT OFFERS CUSTOM EMBROIDERY THREADS: RICOMA ANSWERS WITH RICOMA EQUIPMENT See the FREQUENT CUSTOMER QUESTIONS Ricoma machine the famous sportswear See our customer’s frequently asked brand is using on its apparel. questions, and learn how to correct and prevent machine embroidery errors. 7 SNEAK PEEK OF BRAND NEW DEVELOPMENT IN MIAMI Check out 18 ASK AN EMBROIDERER Find out what what Ricoma’s brand-new facility in Miami, one customer wishes he knew before getting Florida, will look like! started in the business, so you can avoid running into roadblocks. 8 INTRODUCING EMBROIDERY HUB: 19 UPCOMING EVENTS Don’t miss our RICOMA’S HIT EMBROIDERY SHOW upcoming trade shows worldwide. Learn about Ricoma’s first-ever embroidery show, and find out where to watch our video content online. 2

5 easy waysto market your embroidery business to generate more salesMarketing is crucial to the growth of any business – but that doesn’t mean it has to be expensive or difficult.Instead, follow these five simple tips for marketing in theembroidery business. The best part? Anyone can do it.1 Attend industry trade shows or craft shows. You don’t need to pay loads of money setting up a booth. If you go as an attendee, it’s usually either free or very inexpensive to attend. There, you can meet other embroiderers or apparel decorators Show attendees network with the Ricoma staff during CISMA 2017. that may be in need of your services. For instance,you can meet screen printers who need embroidered goodsand can work with your company to provide them. You can 4 Send gifts/samples – either to existing custom-even meet other embroiderers who probably can’t offer a cer- ers or businesses in your area. When you knowtain type of embroidery, such as cap embroidery, so they’ll they’ll be hosting an event, make an event teeoutsource the cap embroidery to you. Either way, networking or cap as a gift and offer a promo based on theiris a proven way to grow any type of business. event. Offer it as a way for the company to have uniform staff shirts for the event and/or to have giveaways for their attendees. For example, if this compa- ny is attending a trade show or hosting an in-house event,Expand your product offerings.A great way to increase your sales is to turn to your existing they’ll probably want merchandise to give to their customers.2 customers. You can increase your chances of land- They’ll be happy you took the extra time to learn about their ing repeat business by expanding your product business, and if they like your work and are looking for some- offerings. Make suggestions to existing customers one to create gear for their next event, you’ll be a clear choice. for matching accessories or apparel. For instance, if they ordered polos for their company, offer but- ton-ups for more formal events. This is also really 5 effective if you’re looking to create embroidered Create a social media contest.gear for other decorators. If you have a wider variety of ser- Get others to follow you and share your work byvices, you’ll have higher chances of being contracted by oth- giving them an incentive. Giveaways, discountser custom apparel businesses to create certain embroidered and freebies will get people sharing your work and following your account. That means, you cangoods for them. start building a following quickly and easily with barely any social media know-how. The reason why it’s so effective is that it only takes a second of someone’s time, so people are more willing to share. Offering a “discount con-Create a referral program. test” also encourages people to buy while spreading the word about your business to others.3This incentivizes your existing customers to get the word out about your services and, at the same time, helps ensure your existing customers will buy again. You can offer your clients a discount depending on how many customers they refer or the size of the customer’s order.3

EMBROIDERING ATHLETIC WEARthe challenges and how to overcome themWhile consumers gravitate to the comfort of pinching. Some people even like using a combination of the this thin, stretchy material that allows them to adhesive spray, one sheet of poly mesh, and one sheet of cut- move around freely, it’s those very same quali- away to stabilize it more.ties that also scare a lot of embroiderers off. “My design keeps losing registration!”So what exactly are the pains of embroidering on 100% By now, you’ve probably realized the importance of prop-polyester performance wear, and how can we alleviate er stabilization. Using a heavier backing or doubling up onthem? Read on for the most common issues and fixes. backing can help relieve this issue. When a design is dense, it can cause the outline to lose registration because the dense“My material keeps pinching and puckering!” center of the design is pulling the stretchy fabric in, causingFirst things first: Proper and careful hooping is key. Use extra a gap between the border and the fill. This is also solved bycaution when hooping to avoid unwanted pinching and puck- proper stabilization. You can also consider making the bor-ering. Because this stretchy fabric is more prone to pinching, der slightly thicker in the digitizing phase to accommodateyou really want to make sure you are not hooping too tight- for this issue.ly or stretching out the fabric when hooping. Although thismay seem like a no-brainer, it’s even more important to make “My design isn’t showing up well on my garment!”sure the backing is fully covering the area of the hoop when If you’re embroidering small logos and text, you’ll need ayou’re embroidering this type of material. good solvy or aqua-top topping to make sure stitches turn out flat and don’t get lost in the fabric, especially if it’s tex-You’ll also need to make sure you are using the smallest size tured. Consider using smaller size needles such as a 70/10hoop that the design will fit in. This will keep the fabric near needle versus the standard size 75/11 needles. This will resultthe design in place without stretching the entire garment out in cleaner, better quality stitches when embroidering smalltoo much. In addition, you’ll also want to choose the correct letters. Be extra cautious when removing topping to avoidbacking. Many embroiderers use a combination of adhesive pulling on any of the threads.spray with cut-away. Others use specialty adhesive backing. Because you can wash away this stabilizer, it’s best to spray itEither of these adhesive choices will help keep the stretchy with water and remove the excess carefully. You’ll also needgarment in place. If you use adhesive tear-away, you should to use solvy if the design is more complex or has too muchbe extra careful when removing this backing because tearing density. You may also consider using lightweight threads forit off may cause you to stretch the material or pull the stitches. more detailed designs. In both instances, you could try slow- ing down the speed of your machine to about 600 stitches per“My design looks stiff, and the backing is showing minute or less, depending on the maximum speed of yourthrough!” embroidery machine.This is usually the result of selecting a heavier backing thanthe garment can take. Luckily, embroidery supply stores car- “My thread keeps shredding!”ry the solution to this: poly mesh backing. Although this spe- Ballpoint needles are the cure. In general, 70/10 ballpointcialty backing is more costly than regular cut-away at times, needles are the best type of needles for sewing on mois-it gets the job done right. This soft backing will ensure the ture-management apparel. Use lightweight polyester or ray-design comes out smooth and flat to the touch. At the same on threads. Rayon tends to look and feel better and softer,time, this no-show backing will ensure it won’t show through although polyester thread may hold up longer. Shreddingyour garment, which is a typical issue we encounter with could also be caused by a burr on the needle, so make surelight fabrics. The number of sheets you should use depends you’re using a good needle from the start.on the fabric, but many embroiderers use two sheets of polymesh depending on the weight of the backing. You can also *This article was originally written for and published onpair the adhesive spray with poly mesh backing to ensure www.printwearmag.comyour design is both soft and in place when hooping to avoid 4

mastering 3d puffhow to digitize, prepare, and embroider high-quality capsIn all of our years in the embroidery industry, we hear a lot of up your design. Without the closures, your thread could besimilar questions. But the most frequent question will prob-ably have to be… Before employing the 3D-puff technique, make sure to digitize the“How do I do 3D puff embroidery on hats?!” design for 3D-puff.We get it. The idea of applying a new technique on hats(which are already notoriously hard to master) usually scares come loose at the ends and begin to unravel. There are twopeople off. But we can confidently assure you, it’s actually eas- ways to create a closure. The first is to create a tack-downier than you think. stitch that will lock the foam into place at the borders. YouWith just a few extra steps, you can create beautiful 3D puff can also angle the stitches until the ends have closed off.embroidery that you can charge more for than your average • If you create a tack-down stitch to close off the ends,embroidered cap. make sure it is the same color as your design and that theSo if you want to take your skill to the next level and run a stitch is large enough to cover the edges of your design. Layerfull-service embroidery shop, follow the simple steps listed the tack-down stitch under the satin stitch of the embroidery.below. • If you choose to angle your stitches to create the clo- sure, begin at the very corner until the ends are squared off. Materials Some embroiderers choose to create an angled stitch rather than a tack-down stitch for a cleaner closure. • 2 to 3 millimeter craft foam • Turn off your auto split option. With auto split, if • Heat gun (Alternative: Lighter or hairdryer) your stitch happens to be too long, it will automatically create • Snips a tack-down stitch halfway through the satin stitch and ruin • 100% polyester thread the 3D effect of the foam. • 3D puff digitized design • Turn off the auto spacing option and bring the spac- • Tape ing option down to at least .13 millimeters. Auto spacing will • Size 80/12 needle not take the foam into consideration and, therefore, it will create more gaps in the embroidery. Lowering the value ofPHASE 1: DIGITIZING your spacing will pack the stitches closer together to avoidEvery embroiderer knows the importance of good digitizing, any gaps that may arise due to the thickness of the foam.as the embroidery process is completely dependent on the • Make sure your design is not wide enough to createdigitizing phase. You will never be able to embroider a design a jump stitch. This type of stitch actually “jumps from onewithout issues if it’s not digitized properly. Follow these tips end to the other. That means the middle section has no holdwhen digitizing for 3D puff embroidery. on the fabric and the stitches can easily unravel or appear• Usually, the outline of the design should be the first loose.color-stop and the puffed out portion should be the last color PHASE 2: EMBROIDERYstop. Step 1: First, hoop your cap as you normally would. Then,• Create a closure at the end of your lettering to clean- load and position the cap onto the machine as usual.5

RICOMA INSIGHTS • HOW-TOStep 2: When uploading your design, you should import it design. You can use snips or tweezers to push any remaininginto your embroidery machine the same way you upload any pieces of foam into the thread.other design. However, you need to make sure to set yourmachine to automatic/manual mode. This will stop the ma- ADDITIONAL TIPSchine after each color stop. We’ll tell you why this is necessaryin the next step. • Because of the extra material, you should runStep 3: Select the color sequence. If your design has been your machine at a slower speed than usual todigitized correctly, you will notice the first color stop is the avoid any needle or thread breaks. We rec-outline of your design. Press start to stitch the outline. The ommend running your machine at 500 to 600machine will begin embroidering and stop when it has com- stitches per minute.pleted the outline of the design. • Use 100% polyester thread because it won’tNote: It’s important that the machine stops right after the firstcolor stop, which is why we set it to semi-automatic. If you want burn as quickly if you decide to use a heat gunyour design to be one color, trace the outline of the design in the to tighten the design. Cotton or rayon threadcolor you want the entire design to be. If you want the outline in will burn quickly.a different color, you can embroider the outline in a contrastingcolor and use a different color in the next color stop. • Consider raising your presser foot to 1.5 to 2Step 4: Once the outline is complete, it’s time for the fun part! millimeters to compensate for the thickness ofTake your piece of foam, and cut it into a rectangular shape. the foam.Make sure it’s large enough to cover the area of the design THE BENEFITS OF OFFERING 3D-PUFF EM-(but that it doesn’t exceed past the front panels of the hat). BROIDERYYou should leave at least one inch of foam around the design.Note: Since the thread is going to cover the foam, it’s import- • This technique is very popular among sportsant to use the same color foam and thread to avoid the foamshowing through the thread. teams, which means you can target groups of people to get larger orders.Step 5: Place the foam directly over the design. Tape the endsof the foam to the cap, preferably using a strong tape, so that • Surprisingly, not every embroidery business of-the foam doesn’t move around. fers 3D foam. The more techniques and stylesStep 6: Once the design is complete, remove the cap from you can offer your customers, the more of athe cap driver and peel off the excess foam. If there are bits competitive edge you’ll have.of foam remaining in hard-to-reach areas, use a heat gun toburn off the excess foam. The heat will shrink the foam. How- • You can sell these caps at a higher price thanever, be sure not to apply heat for too long, as it can ruin your a regular embroidered hat due to their higher perceived (and actual) value! Click here to check out the video

adidas store in shanghaioffers custom embroidery with Ricoma equipmentAdidas shop in Shanghai, China While working with the sportswear brand has been a global win for Ricoma, it’s not a first for the company’s Chinese mar-One of Ricoma’s newest customers is also one of the world’s ket. Ricoma machinery is also used across popular sports-top sporting goods brands. wear stores in China such as Li-Ning and more. In addition to embroidering custom sportswear, RicomaIn December 2017, Adidas added Ricoma’s six-needle TC machines are widely used to decorate clothing, pet supplies,model to its retail store in the Yangpu District of Shanghai. hats, shoes, cushions and plenty more. Headquartered in Miami, USA, with a production facilityThe machine will be used for the personalization and embel- in Shenzhen, China, Ricoma’s global presence reaches alllishment of Adidas caps, apparel and more. corners of the world. The company’s current network spans across more than 130 countries and regions. Going forward, Ricoma plans to reward its customers for their ongoing support through the research and development of even better quality machines and services.SNEAK PEEK OF BRAND NEWDEVELOPMENT IN MIAMIRicoma is slated to move from its Doral, Florida, headquar- The new facility will also be home to Ricoma’s upcomingters to a brand-new facility later this year. open house events that will feature hands-on embroideryLess than 15 minutes north of the company’s present head- classes and embroidery seminars.quarters, the new facility is currently under construction in With ample room for training sessions and more availablethe Medley community of Miami. parking, the new facility will be the perfect host for futureThe larger facility will accommodate Ricoma’s customers and events.personnel with newer technology and more resources to sup-port the growth of the decorated apparel industry.

RICOMA INSIGHTS • HOW-TOINTRODUCING...EMBROIDERY HUB: RICOMA’SHIT EMBROIDERY SHOWIn 2017, Ricoma launched its first-ever YouTube show, fashion lovers and sewing enthusiasts to the machine em-Embroidery Hub. broidery industry. While you wait for more content, catch up on the rest of theHosted by Ricoma Content Specialist Laura Gomez, the show episodes, and subscribe to Ricoma’s channel to view embroi-has become home to all things related to the embroidery dery content directly on your feed.business. www.youtube.com/ricomamiamiSince its launch in June, Embroidery Hub has helped doublethe company’s YouTube subscriber base, covering topics suchas 3D-puff embroidery, embroidery business tips, embroider-ing with specialty hoops and more. It has also helped Ricomaland a spot on Feedspot’s Top 10 Embroidery Channels EveryEmbroiderer Must Follow list.This year, the hosts are working on more content to supportcustom apparel businesses and introduce entrepreneurs, RICOMA INSIGHTS 8

ricoma’s latest technologythe CHT2: what’s new and who’s it for?D o constant interruptions like needle and thread So what’s new? breaks keep disrupting your production?If the answer is “yes,” it’s because these are the pains most Better quality embroidery: To improve speed and accuracy,machine embroiderers have faced for decades – until now. we re-engineered and built the X and Y timing belts to beRicoma’s latest multi-head embroidery machine is officially wider and sturdier than their predecessors. What does thatavailable, and it is designed to be our most efficient machin- mean for you? You can run more detailed designs at fasterery yet. We’ve engineered the CHT2 to align with our all- speeds without compromising the quality of your designs.time goal: equipping customers with the tools to create the Even the most precise and minute stitches will stand out –best-quality embroidery simply and efficiently. and you won’t have to run your machine at 400 to 500 stitchesRead on to discover what we’ve been working on behind the per minute to get small lettering to show up well.scenes and exactly how we crafted this technology to make More power: With higher torque, the CHT2 has more pow-running an embroidery business easier than ever. er and steadiness to swift through detailed designs at high speeds. Now, you can embroider even at maximum speeds of 1,000 stitches per minute with more stability. Cap embroidery simplified Longer machine lifetime: The new re- inforced square guide rails allow for higher impact resistance, making the CHT2 our toughest and most dura- ble model yet. Meanwhile, the machine body was built with a longer lifetime in mind. Its slim chassis is designed for easy entry through standard-sized doors, so you can operate from any- where without any issues. That way, not only will you have a longer-lasting machine that will generate revenue well after it’s paid off, you’ll also have the comfort of knowing the machine will get through standard doors should you need to change locations in the future.

RICOMA INSIGHTS • INSIDE RICOMAReinforced square guide rails you can keep your machine up and running without delaying orders.Increased efficiency: Perhaps every new feature in the CHT2 Even with brand-new technology, we’re still fiercely devot-increases efficiency, but the higher precision in the X and Y ed to customer service and affordability to make your entrydrive system is what you’ll love the most. Why? Because that’s into the business a seamless one. Like all Ricoma embroiderywhat reduces needle and thread breaks so you can keep pro- machines, the CHT2 comes equipped with all the necessaryduction flowing without interruption. Meanwhile, the maxi- attachments to run your machine and business. So if start-mum number of heads has increased from eight to 12, which ing or expanding your embroidery business is a priority tomeans you can maximize your production efficiency with you, contact Ricoma to see how the CHT2 can help you run aabout 100 garments per hour. profitable, full-service embroidery business.Simplified cap embroidery: We’ve enhanced the needle plateto grant more support on even the toughest structured hats. IS THERE A PLACE FOR THE CHT2That means you can run caps at high speeds without frequent IN YOUR BUSINESS?flagging and needle breaks. (And, yes, that also includes 3Dpuff embroidery.) We’ve also made cap embroidery more ef- In this section, you’ll learn the three types of custom apparelficient by introducing a new embroidery frame positioning businesses that will benefit most from a new multi-head em-board, which makes changing frames easier than ever. Now, broidery machine. If any of these sound like you, it may beall you’ll have to do is slide the frame in and tighten rather time to consider multi-head embroidery equipment.than remove the screws and re-inserting them every single Business type: You have an embroidery machine and yourtime. business is fairly new – but you’re on the verge of taking the next step toward expanding.Elevated X & Y drives Perhaps you own a single-head embroidery machine, and you have a steady flow of business coming in. You work dayEasier maintenance: We redesigned and repositioned the X and night just to meet your regular orders on time but can’tand Y drives for easier access during maintenance. Now el- afford to take on any other work.evated, the drives are less susceptible to the buildup of dust Every now and then, you may even find yourself turningand debris in the drive systems. This increases machine life- down large orders that require a fast turnaround just becausetime while also reducing the time spent on maintenance, so you don’t have enough machine power. If this sounds like you, it may be time to upgrade to a four- head or six-head model that allows you to complete your or- ders in a fraction of the time. Most of these embroidery business owners keep their sin- gle-head for small orders, samples, and even caps to avoid switching back and forth between caps and flats. Meanwhile, they utilize their multi-head machinery for fast turnaround on larger orders. Recommended: CHT2 four-head, CHT2 six-head 10

RICOMA’S LATEST TECHNOLOGY continued broidered garments and the capital you have to invest in new equipment.Business type: You have a custom apparel business thatemploys other decoration mediums such as screen print- Recommended: CHT2 four-head or CHT2 six-ing or heat transfer, and you want to expand your services. headIf you already have a custom apparel business, you may cur-rently employ heat transfer, screen printing or another simi- 3D puff embroidery completed on CHT2lar method of decoration.During this time, how often have you had customers requestembroidery? What happens?You now have to outsource or miss the opportunity to gainthat business altogether! This was an all-too-familiar scenariofor Robert Crisp, the owner of Spectra Marketing Solutions.Before he added a Ricoma multi-head to his promo productsbusiness, Crisp was spending nearly $17,000 monthly on out-sourcing his embroidery. Now, he has control over his turn-around, quality and (most importantly) his profit.Because embroidery generates the highest revenue in thedecorated apparel industry, most print shops eventually crossover into embroidery.The amount of heads your shop requires will vary based onthe size of your business, the frequency of requests for em11

Business type: You have an established client base and you RICOMA INSIGHTS • INSIDE RICOMAwant to scale your production.If you find yourself turning away large orders or not having That’s exactly why Robert Crisp called his decision to chooseenough time to complete certain orders, a six-head, eight- a Ricoma multi-head over a Barudan or Tajima multi-head ahead or 12-head model can be the tool you need to get the “no-brainer.” For that same reason, established embroideryjob done quicker than your competitors. business owners have opted for Ricoma multi-heads for sev-Perhaps you own a more established embroidery business. eral reasons – and they all have to do with ROI.These are the businesses that already have a large client base 1. The ultimate goal with any embroidery business is achiev-and are fulfilling orders on six, eight and 12 heads on a daily ing the highest profit at the lowest possible cost. When youbasis. get the same result for nearly half the price, you also get dou-When these businesses reach capacity in terms of machine ble the profit.power, it may be appropriate to seek an additional machine 2. The owners/operators already have the confidence andto cut production time. Some of these business owners may skills they need to run an embroidery machine, so nowalready own a machine from a different brand, but opt for a they’re more concerned about how fast they can see asix-head Ricoma embroidery machine (or larger) for a faster profit.return on investment.If you’re looking into robust multi-head machinery, you Recommended: CHT2 six-head, CHT2 eight-headwon’t be facing a small $5,000 difference in price. or the CHT2 12-headIn fact, the price difference on multi-heads can range any-where from $20,000 to $30,000 depending on how many So whether you have a new or established business, the CHT2heads and which machine brand you go with. packs the speed, efficiency and precision every embroidery business needs to succeed. Click here to learn more about the CHT2. 12

frank ma: a huge difference because everything is in our control.the man behind the global operation Let’s talk about Ricoma’s growth. You have now expanded to over 132 countries. What are some of the reasons youW e sat down with Ricoma’s Founder and Pres- believe you’ve experienced such success? ident, Frank Ma, to pick his brain and learn more about the origins of Ricoma. Find out With quality products, competitive pricing and the rightwhat Frank had to say about Ricoma’s global success, and customer service and support, you can always get business.discover his best advice for business owners. And our mentality here is to always keep customers’ needs in mind and help them succeed in their businesses. That way,Let’s start at the beginning. Tell us about the moment you we can also succeed in our business. This is the core value ofdecided you wanted to start Ricoma. What business were Ricoma.you in at the time, and what inspired you to get started?I began distributing sewing machines in Miami in 1998. I What do you think is the #1 reason you’ve been able to ac-opened up the market in Latin America in three years. After I quire new and returning customers?opened up the market, I saw the opportunity to cross over toembroidery machines. Right now, we are present in over 132 countries worldwide.When I looked into the embroidery machine market, I real- We always try to diversify our products and help our regionalized how expensive the machinery was. It was then that I saw distributors succeed in their businesses when they resell ourthe opportunity for good quality, yet affordable machines — products in their local market. We also assist them to helpso that’s when I started selling embroidery machines back in their customers succeed in their businesses. I always say it’s2005. like a chain — and every knot in the chain needs to be suc-I think that’s the game changer, actually. Ever since we start- cessful in order to run a healthy business.ed selling our quality equipment at affordable prices with theright customer service, we made a huge difference and im- “I think that’s the game changer,pact in the industry. actually. Ever since we started selling our quality equipment at affordableDo you remember what embroidery machine brands were prices with the right customer service,around at the time?Yes; Tajima, Barudan, Happy, Melco — all very expensive. we made a huge difference andThat’s when I saw the need for affordable, yet high-quality impact in the industry.”machines. At first, we took machines from another factoryand put the Ricoma name on them, but quickly I realized the Can you touch on the importance of the custom ap-quality could not meet the requirements of our customers, so parel industry?I started putting together a group of engineers and investorsto research and develop our own equipment in 2007. As long as people still wear clothes, we are in business. We are in the business of creating beauty for people andHow has Ricoma evolved from its early days? for this world through decorative embroidery on thingsThe change is day and night. In the beginning, as I mentioned, people wear and use. People always want to look good; theywe had the machines OEMed by another factory. The quality always want to look fashionable; they always want to lookwas not good enough, so we realized that in order to succeed professional in business…so we are in the business to helpin the business, we had to improve quality, technology and them achieve that goal.customer service. That’s how we made the change. Now, weR&D, manufacture and sell our own equipment. That makes What is the latest technology Ricoma is working on? Be- sides improved technology and machinery, what else are13

you working on to improve your customer experience? RICOMA INSIGHTS • INSIDE RICOMAAs far as machinery is concerned, we rolled out the CHT2series in September 2017. It’s the very first tubular 12-head Garmeo website. Then, they order their custom apparel fromdeveloped in China. Our ultimate goal with equipment is to Garmeo, and last, we route the order to local embroiderers.make it more affordable, more user-friendly and more main- Once we have that platform ready, it will not only help ourtenance-free. Those are our goals when we make our equip- distributors get more business, but also help the end-usersment. run their businesses and obtain more customers. That’s theWhen it comes to customer support, we always find a way right way to help customers (and ourselves) grow.to help our distributors and our end-users succeed in their Tell us about a turning point in your business journey – businesses. One exam- about a time where you really started to feel like things ple is our Garmeo were finally clicking. platform. This I think that was back in 2005 when I realized that the OEMed platform is a cus- machines would not take us anywhere. I realized we had to tomer acquisi- change the plan, which we did. I think that was the turn- tion solution ing point. We started to research, develop, manufacture and for embroidery sell our own equipment. It was our proprietary technology, businesses. quality products and unparalleled customer service that re- We pay for the ally changed the landscape of the company. Since then, we marketing to have been growing every year –even during the 2008 global get customers recession. That means we’re doing something right for our to visit the customers and our industry. “Ricoma will become one of the major leaders in the global textile and garment decoration industry.” What’s your next goal or “big move”? Where do you see Ricoma in the next five to 10 years? Ricoma will become one of the major leaders in the global textile and garment decoration industry. We’ll not only con- tinue making embroidery machines, we will also look into other decoration methods such as screen printing, digital printing, heat transfer, rhinestones – any technology related to textile and garment decoration. We want to bring them under one umbrella – under the Ricoma umbrella. What advice do you have for custom apparel business own- ers and all business owners? Always keep your customers’ needs in mind. Help them suc- ceed in their goals. If their goal is to look good, help them look good! 14

distributor spotlightEmtech CEO Stan Joffe talks CISMA 2017, decorated apparel industryD uring the past two CISMA trade shows, Embroi- How was your first experience with Ricoma, and what dery Technology (Emtech) has taken the stage at made you choose Ricoma? Ricoma’s distributor reception. Our first contact with Ricoma goes back to 2008 – and thenThe first time was in 2015, when Emtech’s co-founder Mi- meeting Frank in 2009 at the IMB show in Köln, Germany.chael Joffe gave a toast about the company’s experience as a Ricoma’s presence was noticeable as one of the only ChineseRicoma distributor. At the most recent CISMA, Emtech was embroidery machines being exhibited. I recall a four-headonce again handpicked to deliver a speech during the recep- and a single-head in a small booth. This year (2017) was verytion – only this time it was Joffe’s brother and the company’s different. The booth was one of the larger Chinese embroi-cofounder, Stan Joffe, speaking. dery machine booths covering more than 3,000 square feet. When I first met Frank, he impressed us with his marketingDuring his speech, Joffe spoke about his experience in the skills and quality machines. Having surveyed the Chinesedecorated apparel industry and how Ricoma’s products have market for a few years, we then decided that Ricoma wouldplayed a major role in Emtech’s success. be our choice supplier.He wrapped up by congratulating Ricoma on its latest efforts “The key to the success of theto improve technology and marketing, as well as thanking business has been our ability to offerRicoma for once again hosting them at the distributor re-ception. technical training and world-class after-sales back up.”After the event, we caught up with Stan Joffe to get a littlemore insight about his company and his experience with Ri- What would you say is the key to success in this business?coma. Here’s what he had to say: The key to the success of the business has been our ability to “The Ricoma booth was the perfect offer technical training and world-class after-sales back upenvironment for dealers from around the with technical support in both areas of the business: software and machines. world to mingle and compare markets and share ideas.” Which Ricoma machines do you supply, and how have the users responded to them?How did Embroidery Technology come to be? We mainly supply theEmbroidery Technology is run by two brothers, Michael and RCM-1501TC-7S, theStan Joffe. Both of us have been in the clothing and textile MT-1501, and the CHTmachine supply from a very early age. Between the both of four-head, six-headus, we have over 60 years of experience in this industry. In and eight-head mod-1999, we decided that there was a need for a specialized sup- els. Over the years, weplier of embroidery machines in South and Southern Africa. have watched RicomaTo mainly supply equipment to the promotional products grow as new models wereand fashion industry, we set up the business with two main introduced – the lat-ingredients: digitizing software and embroidery machines. est being the MT and CHT2, as could be seen at CISMA this year. These15

RICOMA INSIGHTS • CUSTOMER CORNEREMTECH website for South Africa What are your thoughts on Ricoma’s latest efforts? We all know that there is never a time to sit back and say ournew models evolved through the hard work and foresight of job is done. We continuously need to think out of the boxthe Ricoma team. The consumers have realized the benefits and try to improve what we have to offer. You can see this isof dealing with a company that has the backup from both the happening at Ricoma with the recent production of YouTubemanufacturer and supplier alike. These machines are right up clips, which are now readily available for potential customersthere with the top manufacturers in the world. to see. The company’s rebranding has also been an important phase for Ricoma, and we congratulate them on this wonder- “We continually need to think out ful new look. of the box and try to improve what we have to offer. You can see this Are you interested in becoming a part of Ricoma’s is happening at Ricoma with the exclusive dealer network? Click here to bcome part recent production of YouTube clips, of our network. which are now readily available for potential customers to see. ”Tell us about your experience at last year’sCISMA.Shanghai is a very special city, and we were privileged to seenot only the exhibition, but also the most beautiful sights.Shanghai boasts some of the most magnificent structures inthe world. he Ricoma booth was the perfect environment fordealers from around the world to mingle and compare mar-kets and share ideas. 16

customer faqall about threads: Ricoma answers frequent customer questionsHaving trouble with your threads? Luckily, this issue’s FAQ is pecially around the white sensor wheels on the front of theall about thread. Learn how to solve the common thread-re- machine. Normally, the wheels should be constantly spin-lated issues embroiderers often run into. ning, confirming that the thread is passing through them. If a wheel stops spinning, the light will turn red, and the machineWhy do my threads keep shredding, and how can I prevent will stop and detect a thread break. Check whether the wheelthis? is stopping on one particular needle or on several needles.Fraying threads are usually linked to faulty needles and can If it’s stopping along different needles and the machine iseasily be prevented. To stop thread from unraveling, start by threaded correctly, adjust the parameters on the control pan-checking the positioning of the needle. If the needle is placed el. In order for the machine to be less sensitive to any minorincorrectly, the thread will shred. The curved part of the nee- snags or stops, you must adjust the thread break sensitivity.dle should always face the back. Also, make sure the eye of To do so, first go to Emb Param on the control panel.the needle is pointing directly forward. If it is just slightly Then, select Emb 2, and choose the Thread Broken Sensitiv-slanted, the thread will fray. If you’ve verified the needle is in ity option that appears between two arrows. The higher theits correct position, continue to the next step. If the thread setting, the less sensitive the machine is to detecting threadcontinues to get bunched up or starts to unravel, replace the breaks. The lower the setting, the more sensitive the machineneedle. is to detecting to thread breaks. The basic setting is 3. In this case, increase the setting to make the machine less sensitive ...it may be a good idea to invest in good to thread break detectection.threads, which will hold out a lot longer. Note: The No check option means the sensor is completely off. False thread breaks could also be the result of a dirty sen-A common reason threads will fray is if a needle is dull or has sor. The sensor is the small green chip that appears in thea nick in it. At high speeds, nicks will grind against thread, back of the machine. Make sure to rid the sensor of any oilcausing the needle to cut through thread with just the tiniest or dust. Finally, false thread breaks could occur if the sen-bit of nick. If the problem isn’t the needle, it could be that the sor is not aligned properly. The small black piece on top oftension is too tight. To loosen the tension, adjust the tension the green chip must be aligned directly with the screw. If it’sknob on the thread that’s fraying by turning it counterclock- slightly slanted, the sensor may not detect the wheel. To cor-wise. A knob that’s completely tightened will apply too much rect this, prod the bar that holds the sensor in place until thepressure to the top thread, causing it to start breaking. This nick in the center of the small black piece is directly alignedwill commonly occur with inexpensive threads. Therefore, it with the screw on the sensor wheel. If you’ve completed allis a good idea to invest in good threads, which will hold out a the steps and the machine continues to detect a thread break,lot longer. Last: Check the threading. Any part in the thread- you might need to replace the sensor. Contact a tech agent foring process that’s snagging the thread will fray the thread. further support.Why am I getting false thread Why do I have long tails of thread coming up on my em-breaks, and how can I correct them? broidery design?A false thread break is when the machine detects a thread Long tails of thread on your embroidery design are causedbreak while the thread is still attached to the fabric and isn’t by a simple miscalculation and can be corrected in seconds.broken. A false thread break is usually the result of improp- The quickest way to resolve a long tail issue is to adjust theer threading and is a common error among users. Start by length of the thread using the lever arm, which is located tochecking the threading to make sure everything is in place. the right of the thread module. To do so, pull the lever downWhen checking the thread path, inspect every detail – es slightly until the thread rises. Lowering the lever will tighten the thread tension, thus shortening the tail. Conversely, rais-17

RICOMA INSIGHTS • CUSTOMER CORNERLong tails of thread on your embroidery design are caused by a simple miscalculation and can be corrected in seconds.ing the lever will loosen the thread tension, thus elongating ask anthe tail. We recommend positioning the lever directly in the embroiderer...center at a 90-degree angle. If at this setting, the tension re-mains too tight or too loose, position the lever one click up Starting an embroidery business can spur a lot of feelings:or one click down from the center. Another way to resolve a Excitement, curiosity, unfamiliarity – but regret should neverlong tail issue is to adjust the machine’s parameter settings. be one of them. That’s why we talked to some embroiderersFirst, go to Emb Param on the control panel. This will always to find out what they wish they knew before getting startedlead to Emb 1. Next, locate the option that reads Length after in the embroidery business. Here’s what one embroiderer hadtrim. The left and right arrows allow the user to adjust the tail to say.length. Modifying these points will help you reach a smooth-er cut. To shorten the thread, reduce the number displayed in Jeffery Wilson, Seven Twelve ApparelLength after trim using the left arrow. The basic setting is 3,but you may change it to 1 or 2 for a shorter trim. Note: The “I wish I knew to start off withLength after trim setting will apply to all the needles, so make more than a single head. Isure the number isn’t too low. The same applies to the leveron the thread module; it shouldn’t be placed too low. If either don’t regret it but would haveis the case, the thread may spring from the needle, resulting not had as many late nightsin a thread pull-out issue. If you experience a thread pull-outissue, just loosen the tension on the threads by raising the getting embroidery out.”lever arm on the thread module.Want your question to be featured? Join our Facebook group, While single-head commercial embroidery ma-and submit your questions to be featured in our next FAQ. chines are perfect for getting started or deter- mining if you can build a customer base for em- broidery, you may want to start off with a larger machine or a single-head/multi-head combo if you’re like Jeffery. Jeffery had a screen printing shop before he got into embroidery, which means he had an exist- ing customer base that was in need of embroi- dered goods. We recommend that most existing custom apparel businesses like Jeffery’s start off with a multi-head for the larger orders and keep a single-head for samples, testing, one-off orders or caps. 18

UPCOMING EVENTSReady to dive deeper into the embroidery world? Come join us at an upcoming event near you. You’ll learn industry insider tips fromour embroidery specialists, and witness our latest technology live.USA SCISMA 2018 CREATIVA ZARAGOZA ASIA March 27-30 May 4-6 EUROPEDongguan, ChinaZaragoza, Spain ISS ATLANTIC CITY 2018 INDO INTERTEX 2018 March 15-17 April 4-7 Atlantic City, New Jersey Jakarta, Indonesia NBM SHOW SACRAMENTO SAIGONTEX 2018 April 13-14 April 11-14 Sacramento, California Ho Chi Minh City, Vietnam GRAPHIC EXPO 2018 ISS HOUSTON 2018 May 31-June 2 May 3-5 Manila, Philippines Houston, Texas TEXPROCESS ATLANTA May 22-24 Atlanta, Georgia1

ABOUT THE AUTHOR 1STQUARTER • 2018EDITION Laura Gomez is the content specialist at Ricoma. As a University of Florida journalism grad- uate, Laura’s role at Ricoma combines her two major passions: communications and apparel. On her free time, Laura enjoys fueling her shopping sprees and gastronomic adventures with a trusty cup of Starbucks or a Cuban colada. You can reach Laura at [email protected] if you would like to chat embroidery, write for us or have any suggestions for future articles.We hope you enjoyed reading our first-ever issue of Ricoma Insights. Be sure to keep this copy handy if you ever need some quicktips on embroidering polyester, 3D-puff and plenty more. Next quarter’s issue is slated to release in June 2018. In the meantime, youcan chat with the Ricoma staff and other embroiderers in our Facebook group, Embroidery and Custom Apparel Mastery.helpful linksEmbroidery & Custom Apparel Mastery Facebook group Join GroupJoin our Facebook community to connect with other embroiderers, ask WATCHquestions and share knowledge. ricoma.usEmbroidery Hub YouTube tutorials trainingScroll through this playlist to see our how-to videos such as best practicesfor embroidery on knitwear, 3D puff embroidery and more.Ricoma blogVisit our blog for more machine embroidery insights.Ricoma manuals and training videosDownload Ricoma manuals and parts books, and view our training videoshere.