Brompton Junction Shanghai opened this week marking a milestone for brand: the first time Brompton is available in China.
This second Brompton Junction store in Asia 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.
Other locations around the globe with their own Brompton Junction stores include Kobe, Hamburg, and Amsterdam.
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. The trio have high hopes for the Shanghai outlet despite the fact the brand has had little direct exposure in China until now.
Chinese and international media attended a launch event at Sinan Mansions, with the attendees then heading to the store at 634 Fuxing Middle Road for the grand opening. The ribbon was cut by Brompton MD Will Butler-Adams and Brompton Junction partners Ben Yen and Thomas Lin.
“We have been looking to enter the Chinese market for a number of years as we were getting lots of requests from consumers here," explained Quinton Pullinger, marketing manager for Asia-Pacific.
"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.”
The move means Brompton bikes and accessories are now available in 41 countries. The brand said it 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 brand revealed some interesting stats too. The UK remains the company’s largest market, accounting for a quarter of sales in 2012, but the proportion going overseas is on the up year after year. Production this year is anticipated to reach 35,000 this year, while in 2013 that is projected to rise again to 45,000 in 2013.
MD Will Butler-Adams added: “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.”
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