At the same time that it’s gearing up for its 50th anniversary, Brompton Bicycle is looking to cultivate a new generation of riders.
The U.K.-based company, which is known for its compact folding bikes, has long made inroads with commuters and city-dwellers with limited storage space and a passion for the outdoors. It’s now using those values to market itself to environmentally-conscious Gen Zers rushing to class, heading to meetings or embarking on day trips.
“We want this to be an accessory, like your phone, that you can’t live without,” Juliet Scott-Croxford, president of North America for Brompton Bicycle, told Modern Retail. “We see that with our community.”
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