Brompton Bicycle to open Westfield London flagship

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Brompton Bicycle
// Brompton Bicycle will open flagship at Westfield London in April
// The retailer aims to expand presence
// The store design will be based on a functioning workshop

Brompton Bicycle has announced plans to open a flagship store at Westfield London next month as part of its global expansion programme.

The bicycle retailer also said the new store is in response to the rise in demand after experiencing a seven per cent increase in sales from 2017 to 2018.

The new store is located within Westfield London’s recently launched £600 million expansion, and will offer a wide range of the retailer’s bicycles and accessories.

The store’s design will be based on a functioning workshop, as well as offering a range of aftersales and servicing facilities, and focusing mainly on experiential retail.

There will also be trained experts on hand who will offer advice to customers on interactive bike builds and fittings.

Brompton Bicycle recently introduced its new W12 special edition Brompton model to celebrate the future opening.

“In opening a store in Westfield London, we are taking this to a new level, operating in one of the largest retail extravaganzas’ in Europe, with an opportunity to engage with a huge audience,” Brompton Bicycle chief executive Will Butler-Adams said.

“We see genuine value in a partnership with Westfield beyond simply renting retail space.”

Unibail-Rodamco-Westfield director of commercial partnerships Paul Buttigieg said: “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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