In a website article for HSBC’s Global Connections, a business awards programme Brompton won through to last year, Brompton’s managing director Will Butler-Adams revealed the London company is to redouble its sales efforts in the US.
This came after a meeting in Singapore with other finalists in HSBC’s business competition. Butler-Adams went for an early morning bike ride with Tim Westwell, co-founder of regional finalist Pukka Herbs.
Westwell talked about Pukka’s experiences and ambitions in the US. This made Butler-Adams rethink Brompton’s strategy for tackling the world’s largest economy.
"We are in America, but we are just trundling along. We’re not selling the brand and communicating what a cool brand it is. We want to start shaking up America and start to pile into New York. I realised I had to send one of my best people out there."
Two of Brompton’s staff will move to New York next year and Brompton is aiming to make the US its biggest market; it is currently fifth.
"You’ve got to rely on more than one territory," said Butler-Adams. "It de-risks your business and sales channels."
In 2013, Brompton Bicycle was expected to sell 45,000 bikes in 44 countries.