Brompton's bikes are differentiated by their sturdy frames and, more importantly, by how compact they become when folded for storage. The company has a cult following, with some customers chronicling their bike adventures on blogs or via other social media. (Brompton has more than 17,000 Twitter followers and 42,000 Facebook likes plus more than 7,000 Instagram followers.)
Brompton is growing rapidly to meet ever-higher demand for convenient transport in cities domestically and abroad (urban locations and consumer behaviour are clearly key to its market segmentation). This year, the firm projects unit sales of 50,000 in more than 40 nations, with only 20 percent of its output remaining in Britain. Asia and the United States are particular target markets with strong demand for commuting options such as folding bicycles.
By 2021, the company plans to double its output and is therefore relocating to a larger production facility next year. And it's also stretching its product line by planning for an electric version of its popular folding bike, to 'get rid of the sweat and Lycra' and make bike commuting less strenuous and more fun.
