Brompton Bicycle to open flagship Westfield London store
Brompton Bicycle is to open a new flagship Brompton Junction store in the Westfield London shopping centre as part of plans to expand its network of retail shops.
The store will sell Brompton’s range of bicycles and accessories and will also offer interactive bike build facilities and a live demo area within Westfield. In addition, visitors to the shopping centre will be able to take advantage of the brand’s first electric bike hire scheme in the UK
With the store design based on a functioning bike workshop, Brompton said the shop will be very experiential, with a digitally connected retail environment.
The brand will also be launching a new special edition Brompton W12 edition bike to coincide with the opening of the store. Due to launch next month, the shop will complement the other UK Brompton Junction store in London’s Covent Garden and will take the brand's stores to a total of 15 worldwide.
The new unit is part of a broader brand partnership with Westfield owner Unibail-Rodamco-Westfield that will see Brompton access Westfield London’s digital media screen network and provide content for the destination’s social media platforms to promote the brand and the flagship store to a wider audience.
The store will also offer a "Drop and Shop" scheme to enable registered Brompton owners to leave their Brompton’s securely in store whilst they shop.
Will Butler-Adams, chief executive of Brompton Bicycle, said: “ We see genuine value in a partnership with Westfield beyond simply renting retail space. We want to work together to deliver an integrated experience for customers that also really influences how people think about mobility within an urban city space.”
Westfield London has attracted more than 270 million visitors since 2008 and generated over £9.2 billion in sales.
Paul Buttigieg, director of commercial partnerships at Unibail-Rodamco-Westfield, said: “We’re thrilled to be welcoming Brompton Bicycle to Westfield London in the Spring this year. What’s exciting is the focus Brompton is placing on forming a broader brand partnership, creating an integrated 360 experience for our customers who will receive content through our social and digital media platforms, as well as access to seasonal events allowing them to engage with its fantastic products. With this full brand integration approach and ’Rental Retail’ on the up as seen through URW research, we have no doubt the store will be a huge success.”
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