Values driven family business 02. June 2026

Manuel Jost has been responsible for product development, design and product management at RIBAG since February 2026 and is a member of the Executive Board. In our conversation with him, we discussed design in the context of the future. Let yourself be inspired.

What do you value most in the collaboration between design, product management and engineering? 

I believe that the best products emerge when desirability, feasibility and financial viability are in harmony. User centred design represents a product’s desirability, technical development its feasibility, and product management its economic viability. It is this interplay between design, technology and business that particularly fascinates me about my work. 

How does a new luminaire come into being at your company, from the initial idea to series production? 

It all starts with strategy and positioning. For which target group are we developing a product? How is the market evolving? What long term trends are emerging? And what lighting solutions will our customers need in the future? 

Product development is continuously supported by market research. We monitor new technologies, identify market gaps, draw inspiration from various sources, and analyse user needs as well as manufacturing capabilities. This results in well founded concepts for new luminaires. 

Based on what criteria do you decide whether a design is included in the portfolio? 

The key question is whether a product fits in with our long term strategy and overall portfolio. Does it fill a gap in our range? We also assess whether it is a sensible replacement for an existing product, meets a specific market demand, meets our standards for premium quality in lighting and design, and is economically viable.

To what extent is your own family (wife and children) connected to the company and involved in its day to day running?

My family is an important emotional anchor. They are not involved in the day to day running of the business, but they are an integral part of our corporate culture. Events such as our Family Day highlight the fact that there are real people behind the company with families, values, and lives outside of work. This strengthens our bond and builds trust.

RIBAG Family Day 

In 2025, the Richner family launched a Family Day, which employees were invited to attend with their loved ones. Read more about it here. 

This event is now a regular fixture in the annual calendar. 

How do you find the balance between timeless design and current trends? 

For me, timelessness isn’t a trend, but a mark of quality. Design classics that have stood the test of time for decades show that minimalist and well thought out design remains relevant in the long term. 

Timeless design means reducing products to the essentials. Very much in the spirit of Dieter Rams: “Good design is as little design as possible.” Products should serve people, take a back seat and not demand attention. Clear forms, neutral colours, intelligent construction and reparability are crucial here. At the same time, every product also embodies the spirit of the times. 

Which developments will particularly shape lighting design in the coming years? 

We are observing several changes in the market. LED technology has reached a high level of maturity and its potential for innovation has largely been exhausted. At the same time, the mid price segment is coming under increasing pressure, whilst the market is shifting towards budget and premium solutions. 

Added to this are connected and smart luminaires that form part of comprehensive systems. Issues such as the circular economy are also gaining in importance. In the premium segment in particular, customer focus and design are becoming key differentiating factors. 

How significant is artificial intelligence already today for your design process? 

At the moment, artificial intelligence is primarily used as a tool in the concept phase and is increasingly finding its way into creative software solutions. It makes visualisations easier, for example. At the same time, many aspects of product design and engineering are still too complex for today’s AI models. 

What current challenges are you facing in terms of design, function and sustainability? 

The key challenge lies in developing sustainable solutions without compromising on quality, function and design. Durability, reparability and the responsible use of resources must be an integral part of product development. 

How do you personally contribute to innovation and development as an entrepreneur? 

I see myself as a catalyst and driver of innovation. New solutions do not arise by chance. They require direction, priorities and a willingness to tolerate uncertainty. My role is to develop visions of the future, to advance technological and creative developments, and to create spaces where new ideas can flourish.

How can a company successfully maintain its identity during growth and change? 

By focusing on a few, well founded principles. Processes and structures may change, but the core of the company must remain stable. This clarity provides direction and confidence, particularly during times of upheaval. 

What does the future hold for RIBAG?

I want to further strengthen RIBAG as an innovative Swiss family run business. This involves investing in technology and design, exploring new forms of collaboration, and establishing a clear market position. Our aim is to view lighting not merely as a product, but as a defining element in high quality living and working spaces.