- Decathlon has announced a strategic partnership with Brompton, aimed at expanding the folding-bike manufacturer into China and Germany.
- The investment will allow Brompton to expand its sales globally, with Decathlon acquiring a 10% stake and BA Capital taking a 5% share in a deal worth approximately £18 million.
- Decathlon aims to accelerate the adoption of cycling as a core solution for urban mobility through this partnership.
- Brompton will introduce 'Brompton corners' in select Decathlon stores to help democratize the adoption of their urban mobility bikes.
- Will Butler-Adams, CEO of Brompton, expressed excitement about the partnership, stating it marks an exciting new chapter for the brand.
- Brompton has been dedicated to helping people move around cities in a simpler and more enjoyable way for over 50 years.
- Brompton bikes were invented in 1975 by Andrew Ritchie, who developed the distinctive three-part fold.
- Brompton has sold over 1.2 million bikes since its founding, with its products available in 47 markets worldwide.
- Brompton faced challenges in the past year, with sales dipping 1% to £121.5 million and losses widening to £2 million.
Decathlon and BA Capital have made a significant investment in Brompton, acquiring a 10% and 5% stake respectively, totaling approximately £18 million. This partnership aims to enhance urban mobility by expanding Brompton's presence in China and Germany.12346789
Brompton's CEO, Will Butler-Adams, expressed optimism about the collaboration, stating, "For over fifty years, Brompton has unlocked urban freedom and happiness for riders across the globe. Together with Decathlon, we’re ready to achieve even more." The investment is expected to accelerate the adoption of cycling as a core solution for urban mobility, with Decathlon's innovation division, Decathlon Pulse, supporting Brompton's long-term development while preserving its independence.5
The partnership will introduce dedicated 'Brompton corners' in select Decathlon stores, aimed at democratizing access to urban mobility bikes. Despite a 1% dip in sales last year, Brompton sold 78,530 bikes, and the investment is seen as a way to expand its global sales and enhance its market presence.
Franck Vigo, CEO of Decathlon Pulse, noted, "We share the same values, a strong culture of quality, and a long-term vision of sustainable urban mobility." The global micro-mobility market is projected to grow from €175 billion today to €360 billion by 2030, highlighting the potential for growth in this sector.
Brompton's recent challenges, including a £2 million loss attributed to rising costs, have prompted the need for strategic partnerships to navigate the evolving market landscape.
“Decathlon and BA Capital have acquired stakes in Brompton, marking a significant investment aimed at expanding the folding bike brand into China. This partnership is expected to enhance urban mobility solutions and support Brompton's long-term development.”
The Guardian
