Brompton Goes Dealer-Direct
LONDON, UK – London based folding bike manufacturer Brompton changed its distribution model in its key European markets. The company looks to expand the export side of its business further and goes dealer-direct.
The departure from the existing distributor-dealer model takes place now at Brompton Bicycle Ltd. major export markets: The Netherlands and Belgium. The company says: “The move reflects our commitment to consolidating Brompton’s position in the Benelux market and giving our dealer network the support necessary to grow sales.”
Brompton took the decision in May this year to go dealer direct. Already benefitting from a network of over 100 dealers and sales of almost 10% of annual worldwide production (estimated at 45,000 units with which it is the UK’s largest bike maker), the company believes that there is potential for further growth in the large urban cycling communities that exist in all three countries.’
Shorter lead times
In taking control of distribution, Brompton can ensure its customers shorter lead times for its handmade bikes. Head of Sales, Mark Smedley explains “All Brompton’s are built to order and so the speed that we can get them to consumers is vitally important. Selling directly to dealers will make the experience far more seamless and support from new in-country managers will ensure we can react quickly to dealers’ needs.”
As well as increasing their dealer support, Brompton is planning to allocate more resource to consumer marketing. As Global Brand Manager Ross Hawkins says “The potential in cities like Brussels, Antwerp and Amsterdam is vast. Along with implementing consumer focused PR and Digital campaigns, we are thinking far more about tailored approaches for each country.”