I should think so, otherwise they’re purchasing a 10% stake as some kind of donation.
I think it’s a good thing as it’s not easy to find stores that stock Bromptons.
Brommy might have to ramp up production!
MrKuub on
From the article:
*Brompton bikes, which cost from £999 to almost £6,000 for a top-of-the-range titanium ebike, will for the first time will go into dedicated “Brompton corners” in a handful of Decathlon stores.*
gripepe on
> Brompton bikes, which cost from £999 to almost £6,000 for a top-of-the-range titanium ebike, will for the first time will go into dedicated “Brompton corners” in a handful of Decathlon stores.
That’s what they say. Have you read the article you just posted?
jimicus on
I was fully expecting them to sell up, what with having made losses the last couple of years.
At least it’s only a 10% stake and it’s to a company that will likely keep it going as opposed to an asset stripper.
bdw0309 on
Now the quality will become even worse.
Brompton-Explorer on
That’s weird, as it doesn’t fit with the company profile, where they own the supply chain from initial research and design to manufacturing and retail to keep prices low, I guess they’re hoping by buying a 10% interest it will turn around the losses decathlon keep making.
Busy_Bend5212 on
Maybe here comes the made in Asia license to decathlon version
edtse88 on
And a 5% stake by a Chinese investment group that backed Labubus, maybe they saw the opportunity given Bromptons reliance on limited edition models, real synergies there 😂
I’m not sure if having Brompton’s in Decathlons will really drive more sales. Decathlon doesn’t operate in the US where they want to increase sales, Asia already has lots of stores selling Bromptons. Maybe additional places to get parts and service will help European owners?
I just don’t see it being a meaningful bump in sales. You now have people directly cross shopping Bromptons with other folding bikes for a quarter of the price and employees who probably aren’t very passionate about the brand to sell it.
Also I guess that means Decathlon will stop selling the brompnot clone in Europe haha
cbowers on
So now that’s about 25% sold off with the 2023 deal… and the market values Brompton about 70 million pounds less than it did in 2023.
> “Business Growth Fund (BGF) in 2023 suggested Brompton was valued in the £180–£200 million range for an 8–10% stake at about £19–20 million”
DueTour4187 on
Decathlon is all about private labels and accessible products, totally the opposite of what Brompton was trying to do recently. Very strange association. I can see how Brompton could benefit from a better organized supply chain and better ways to market (notably for parts and service), but what’s the deal for Decathlon?
Does it mean we’ll soon have cheaply made 300€ “official Brompnots” in Decathlon stores? And for 20€ more you can buy an assorted labubu at the cash out? That would be the end for the brand, imho.
Deviantdefective on
This is deeply concerning but then again Brompton have continued to.shoot themselves in the foot repeatedly over the past few years with bad decision after bad decision.
sancredo on
Will we get cheap Decathlon brompton accessories? I want a new front block bag!
12 Comments
I should think so, otherwise they’re purchasing a 10% stake as some kind of donation.
I think it’s a good thing as it’s not easy to find stores that stock Bromptons.
Brommy might have to ramp up production!
From the article:
*Brompton bikes, which cost from £999 to almost £6,000 for a top-of-the-range titanium ebike, will for the first time will go into dedicated “Brompton corners” in a handful of Decathlon stores.*
> Brompton bikes, which cost from £999 to almost £6,000 for a top-of-the-range titanium ebike, will for the first time will go into dedicated “Brompton corners” in a handful of Decathlon stores.
That’s what they say. Have you read the article you just posted?
I was fully expecting them to sell up, what with having made losses the last couple of years.
At least it’s only a 10% stake and it’s to a company that will likely keep it going as opposed to an asset stripper.
Now the quality will become even worse.
That’s weird, as it doesn’t fit with the company profile, where they own the supply chain from initial research and design to manufacturing and retail to keep prices low, I guess they’re hoping by buying a 10% interest it will turn around the losses decathlon keep making.
Maybe here comes the made in Asia license to decathlon version
And a 5% stake by a Chinese investment group that backed Labubus, maybe they saw the opportunity given Bromptons reliance on limited edition models, real synergies there 😂
I’m not sure if having Brompton’s in Decathlons will really drive more sales. Decathlon doesn’t operate in the US where they want to increase sales, Asia already has lots of stores selling Bromptons. Maybe additional places to get parts and service will help European owners?
I just don’t see it being a meaningful bump in sales. You now have people directly cross shopping Bromptons with other folding bikes for a quarter of the price and employees who probably aren’t very passionate about the brand to sell it.
Also I guess that means Decathlon will stop selling the brompnot clone in Europe haha
So now that’s about 25% sold off with the 2023 deal… and the market values Brompton about 70 million pounds less than it did in 2023.
> “Business Growth Fund (BGF) in 2023 suggested Brompton was valued in the £180–£200 million range for an 8–10% stake at about £19–20 million”
Decathlon is all about private labels and accessible products, totally the opposite of what Brompton was trying to do recently. Very strange association. I can see how Brompton could benefit from a better organized supply chain and better ways to market (notably for parts and service), but what’s the deal for Decathlon?
Does it mean we’ll soon have cheaply made 300€ “official Brompnots” in Decathlon stores? And for 20€ more you can buy an assorted labubu at the cash out? That would be the end for the brand, imho.
This is deeply concerning but then again Brompton have continued to.shoot themselves in the foot repeatedly over the past few years with bad decision after bad decision.
Will we get cheap Decathlon brompton accessories? I want a new front block bag!