The Ritchy Story

Maxim started his entrepreneurial journey as a teenager with a love for the certainty of smoking. It was a comforting routine in a confusing world, like the consistency of McDonald's.

Alongside this, Maxim was a big tech fan, especially in software. He loved the clear-cut world of coding and the joy of finding solutions. He was skilled at connecting people and technology by making systems that simplified things. But his work was in software, not health.

We do this because it's not easy

Initially, Ritchy was a small team of 20 people who worked hard to break into the e-cigarette market. They partnered with a Chinese company, overcoming cultural differences and the complex world of e-cigarettes. It wasn't easy; they faced many challenges, including the difficulty of producing high-quality devices and struggling with counterfeit liquids.

However, they succeeded with LIQUA vaping liquid. They invested in the quality of their product and introduced unique packaging for each flavour. Even despite stiff competition and other challenges, they didn't give up and continued to grow.

Ritchy was not just about selling vaping liquids. It was about selling values that Maxim deeply believed in — quality, safety, and independence. It was about offering a product that he himself would use and stand by.

Maxim's obsession with quality shone through every aspect of Ritchy's operation. From the painstaking process of developing LIQUA, their vaping liquid, to their innovative packaging designs, everything was done with an unwavering commitment to excellence. They faced challenges head-on, like dealing with counterfeit products by implementing a security code and protection system.

Safety was another non-negotiable for Maxim. For him, it was not just about creating a product that was safer than traditional cigarettes, but also about ensuring that every aspect of the production process, from the raw materials to the final product, met the highest safety standards.

Ritchy also embodied Maxim's belief in the value of doing things for oneself. This was a company that wasn't afraid to roll up its sleeves and get its hands dirty, whether it was navigating the complexities of a foreign market or tackling the intricate world of e-cigarette production.

Fast forward to the present, RITCHY is now a part of the PLXSUR Group, a prominent player in the vaping industry. But the journey is far from over. In fact, it's just getting started.

Smokers Rights Movement

One of Maxim's personal goals is to create and develop the Smokers Rights Movement to advocate for smokers and promote healthier alternatives. He sees a future in which cigarettes are a thing of the past and are replaced by safer options. He believes in the power of technology to make this happen and is eager to put energy and resources toward this goal.

Reshim. Humanitarian Hub

In addition to the Smokers Rights Movement, Max also launched the idea of the Reshim. Humanitarian Hub, focuses on supporting projects that help people cope with the challenges posed by the war in Ukraine. This compassionate initiative seeks to provide resources, support, and assistance to projects that address pressing issues facing communities affected by the ongoing conflict. Max's vision for the Reshim. Humanitarian Hub demonstrates his unwavering commitment to making a difference beyond anti-smoking.