Brentford's Brompton Bicycles are Brilliant British Export
Last week Brompton Bicycle unveiled its latest Brompton-only concept store. Brompton Junction Shanghai is the second Brompton Junction to open in Asia and marks another milestone for the company as it will be the first time that the handmade British bikes are available in China.
The Shanghai outlet will also be known as Brompton Junction 397, as it will be home to Brompton #397 from the initial production run of 400 Bromptons made in 1981.
Following the success of the Brompton Junction stores in Kobe, Hamburg, and Amsterdam, there are high hopes for the Shanghai outlet despite the fact that the brand has had little direct exposure in China until now. The store is a joint venture between Brompton Bicycle and two partners; Brompton’s Taiwanese distributor Lane & Trip and a Shanghai-based PR company, Marui Space Creativity & Advertising.
A launch event, attended by a number of Chinese and international media was held at Sinan Mansions before proceeding to the store at 634 Fuxing Middle Road for the grand opening. The ribbon was cut by Brompton Managing Director Will Butler-Adams and Brompton Junction partners Ben Yen and Thomas Lin.
Quinton Pullinger, Marketing Manager for Asia-Pacific said:
“We have been looking to enter the Chinese market for a number of years as we were getting lots of requests from consumers here. Having visited a number of times and researched various routes to market, we found that few retailers had the desire to present this unique product in the way we believe it should be.
“Brompton Junction gives us the perfect platform to showcase the bikes and accessories, while the local knowledge provided by our partners means that we can give the Shanghai consumer the full Brompton experience from point of purchase right through to after-sales service.”
Expansion into China takes the number of countries Brompton bicycles and accessories are available in to 41. Brompton is hoping to take advantage of the growing leisure market in China and, with an established presence and strong sales in a number of other Asian markets where British products are highly regarded, China is expected to become an important market for the company over the coming years.
The UK remains the company’s largest market, accounting for a quarter of sales in 2012, but the proportion going overseas rises every year, and with production rising from this year’s anticipated 35,000 to a projected 45,000 in 2013, sales are growing strongly in all regions.
MD Will Butler-Adams said:“These are exciting times for Brompton Bicycle, both in terms of sales and in terms of new ideas. The Brompton Junction concept allows us to show the vast number of options available to the consumer when choosing their Brompton, while serving as brand embassies.
“Shanghai is a vibrant and exciting city, and in Ben and Thomas we have a great team here; I have no doubt that this time next year there will be considerable numbers of Brommies nipping around the city.”
September 21, 2012