Rieter brand

True to the company’s tag line, “Rieter makes the difference”, customers around the world rely on Rieter technology every day to achieve more with less and gain the necessary competitive edge in the market.

Mission

Rieter provides leading technology for fiber processing – pioneering, innovative and sustainable. Rieter continuously pushes boundaries and sets new standards. The company’s textile technologists are the industry’s best and brightest. Building on more than 230 years of experience, Rieter’s unmatched expertise in processing fiber to yarn sets the standard for the next generation of smarter, more efficient and sustainable spinning technology.

Brand

The company logo, which is around 40 years old, is the centerpiece of Rieter’s corporate appearance. To maintain its distinctive visual presence, the logo is enhanced with color, a corporate typeface, additional graphic elements and an image style unique to Rieter.

Corporate design guidelines regulate how the different elements should interact for a consistent overall appearance. The signature petrol green has become a hallmark in the spinning industry standing for exceptional quality and relentless performance.

Marketing

Satisfied customers are the basis for the brand’s enduring strength, which is why they are at the heart of Rieter’s corporate strategy. The company conducts annual Net Promoter Score (NPS) surveys and aims to achieve a score of over 50. Given that committed employees are decisive for customer satisfaction, this ambitious goal is part of Rieter’s efforts to expand its position as a leading employer in the textile industry. Progress is measured annually through surveys conducted among all employees of the Rieter Group.

Moreover, Rieter participates in selected industry fairs every year to present key innovations. At the leading ITMA trade fair in Singapore in October 2025, the company unveiled its vision for a fully automated spinning mill for the first time, which will be presented at ITMA in Hanover (Germany) in 2027.

The Rieter website – which is available in four languages – is the heart of the company’s digital strategy, registering around 500 000 page views every year. It is continuously optimized for search engines in order to reach all target groups as effectively as possible. In addition, the company regularly publishes the digital newsletter “Rieter World” and the customer magazine “link”.

Social media channels such as LinkedIn, YouTube, WeChat and Douyin (TikTok for China) help to push current company news and innovations. Rieter’s LinkedIn channel surpassed the milestone of 50 000 followers in 2025, confirming the company’s position at the vanguard of the industry.

To present new products and services, Rieter launches advertising campaigns across relevant trade media and publishes in-depth background information in the form of specialist articles and case studies. In addition, the company publishes research results that support Rieter’s customers with process recommendations and machine settings.

The technical documentation team at Rieter provides accurate, understandable and easily accessible information on all of its products, systems and services. To ensure Rieter’s customers can use the company’s products and services safely and effectively, they receive comprehensive training from its field service engineers before, during and after installation. Customer training courses are held on site as well as at the company’s headquarters in Winterthur and various other key locations.

All technical documents are also made available to all customers in digital format via ESSENTIAL, Rieter’s digital platform. The platform also gives customers access to specialist publications on key topics relating to yarn production.

Trademark protection

Rieter’s brand architecture combines a strong umbrella brand with mono brands for independent products. The Rieter brand and the brands of its subsidiaries Accotex, Bräcker, Graf, Novibra, Suessen, SSM and Temco are distinctive and well-known trademarks. The fact that imitators have tried to replicate the company’s visual identity and market positioning underlines the tremendous intangible value of the company.

The Rieter umbrella brand and the brands of its subsidiaries hone the company’s competitive edge. The crucial role of trademark protection is thus performed both globally at Group level and locally at national level. The Rieter Group has around 1 150 trademark registrations in approximately 80 countries and constantly monitors its brands. In the event of infringements Rieter takes appropriate legal action.

In addition, the Rieter Group protects its global developments through comprehensive patent protection. The very first company patent was filed in 1855 during the Paris World Exhibition. Today, the company holds around 1 750 patents and 550 patent applications.

Corporate culture

Rieter’s employees are its greatest asset. The can-do spirit, dedication and drive of the company’s employees make all the difference to customers, shareholders and the communities in which Rieter operates. The following company values inspire them in their daily work:

• “We put customers first”: At Rieter, customer-centricity is an integral part of the company’s DNA.
• “Quality starts with me”: As a company with Swiss roots, Rieter is held to the highest quality standards. The Rieter team is on a mission to meet and beat those expectations every day.
• “We are passionate”: At Rieter, everyone is united by a deep passion to enable customer success.