As more brands are offered in repurpose, Brompton Bicycles, famous for its iconic folding bike, recently introduced a new program called Brompton Renewed to offer gently used reconditioned motorcycles at discounts of up to 20%, with certain models. priced as low as less than $1,000.
Founded in London in 1975, Brompton has sold more than one million bicycles and is distributed in more than 47 countries. The company also achieved B Corp level in 2023, highlighting its commitment to environmental responsibility.
I recently spoke with Juliet Scott-Croxford, President of Brompton North America, about increasing customer awareness of sustainability and the urgent global waste crisis in the bicycle industry. She told me that through Brompton Renewed, the company aims to not only waste, but also create sustainable prices for customers and replace their belief in the ownership and sustainability of a motorcycle.
The program also presents a potential avenue to engage with new audiences by offering a more accessible direction into Brompton ownership. “Our goal is to inspire more people to get out on the road and enjoy all that a Brompton can bring to their lives,” says Scott-Croxford.
Check out Juliet’s key points below on what Brompton Renewed entails and how this initiative fits into the company’s broader vision of making America’s cities more bike-friendly, ultimately reaping benefits for others. and for the planet.
Christopher Marquis: Tell me about Brompton Renewed – What is it and who is it for?
Juliet Scott-Croxford, President of Brompton North America
Juliet Scott-Croxford: Brompton Renewed is a new retail waste relief program in our DTC e-commerce business that will sell gently used and reconditioned motorcycles for up to 20% off MSRP with models under $1,000.
Since its inception 50 years ago, Brompton has been committed to employing its business as a force for good, enabling urban freedom through cutting-edge design. With this launch, Brompton lowers the economic barriers to motorcycle ownership while also giving them another life.
Marquis: What difference do other people expect from a reconditioned Brompton bike? The same?
Scott-Croxford: All motorcycles sold will continue to meet Brompton’s main quality and functionality criteria and will come with the brand’s signature 7-year frame warranty.
But one difference is…they’ll be buying a bike with its own story.
The durability of our motorcycles is something that makes them so special; They are built to last and we need owners to buy a Brompton that will last a lifetime. We recently created a content series called Years Together that highlights stories like this from owners who have had their motorcycles for over 10 years, one of whom even had the motorcycle gifted to them by their father after decades of use. The passing of a Brompton motorcycle between generations, like a family heirloom, is the kind of story we love to hear and highlights precisely what we want to own through a Brompton.
So these refurbished bikes give someone new the chance to continue that Brompton bike story!
Marquis: What is the potential effect of this program in the United States?On a global scale?
Scott-Croxford: This launch comes at a critical inflection point in consumer culture where the awareness about how our purchases impact the planet has never been higher or more clear. At Brompton, we want every customer to know that we are committed to extending the life cycle of our high-quality, handmade products, while we continually look at how and where we can reduce waste through all of our practices–from manufacturing to marketing to retail.
The bicycle industry is also facing a serious global waste crisis. In 2017, Chinese brands were generating over a million motorcycles a month to meet the demand from bike-sharing companies, unfortunately causing cemeteries to be flooded with loads of thousands of damaged and unused motorcycles. At Brompton, we are committed to innovating and exploring responses that can be implemented in other systems to address these long-term challenges, and Brompton Renewed is a vital avenue in this quest.
Marquis: Circularity is a hot topic today, operationally it can be a challenge – what did it take to bring this launch to life?
Scott-Croxford: Aside from the apparent initial development, it was vital for us to have a smart collection and product volume from the start to be able to execute this ongoing program and not disappoint potential new consumers. Array. This meant that operationally we had to compare and rework the bikes, ensuring we had smart variety amongst our other product ranges.
On top of that, it’s very important to prepare our retail and guest service teams with all the information and wisdom they need to answer consumer questions they hear about the new program. We have also expanded our service provision at our Brompton Junction outlets so that existing Brompton owners in our network can ‘refresh’ their motorcycles and keep them on the road for longer.
Marquis: What is the used motorcycle market like? Do you foresee difficulties in convincing consumers to buy second-hand motorcycles?
Scott-Croxford: As I mentioned above, the durability and longevity of a Brompton (thanks to its build quality) means that our motorcycles have had a superior resale value. There is a giant market for those products on major resale platforms, so it seemed natural to us to adapt a small part of this market.
We also see many of our consumers buying their first used Brompton, only to trade it in for a newer model, so it’s a fantastic entry point for our brand. As more and more developing media adopt an occasion-driven approach, this trend will only grow.
Marquis: What recommendations would you have for other companies that want to introduce reuse programs?
Scott-Croxford: I think as a brand it’s important to be meaningful when you commit to a project like this.
For us this was really twofold. First, we considered how we could reduce waste in retail/etail. For any retailer when you sell products in store or online you naturally receive a percentage of returns, so we really wanted to focus on that aspect of waste reduction and ensure that whether used or returned, these products go to a good home and live on with new owners for decades to come.
And second, we had a purposeful goal of encouraging more people to be out on the road cycling and enjoying all that a Brompton can bring to their lives. We hope this program reduces the barrier to entry for some customers to do just that.
We’ve also timed this release to go live just over a month before the Black Friday sales era to inspire thoughtful purchasing choices, without the stress of limited-time offers. As we move away from the Black Friday frenzy, our goal is to drive long-term price gains for consumers during the holiday season.
Marquis: It’s been about a year since Brompton announced its B-corp certification – what has the last year been like in the program?
Scott-Croxford: The reaction to achieving B Corp status was a really special one, and a major moment for the Brompton team, but what it really did was highlight how it’s only the beginning of our journey.
One of the most valuable elements of the program is the collective of companies that members join. Being able to interact with and receive information from those other companies, whether through direct communications, events, or virtual communication from B Corporations, has been invaluable. Sharing wisdom and ideas, while also pushing each other and holding each other accountable, is one of the most difficult aspects of B Corp certification.
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