Brompton Bicycle has scaled back its US expansion and accelerated investment in China, as uncertainty over trade policy under Donald Trump reshapes its international strategy.
The London-founded folding bike specialist closed its branded stores in New York and Washington last year when their leases expired. In contrast, it opened a new outlet in Shenzhen and doubled the size of its flagship Shanghai store following a major refurbishment.
Will Butler-Adams, Brompton’s managing director, said the decision reflected concerns about policy unpredictability in the US. “We decided the leadership was so unpredictable, anything could happen,” he said, adding that tariff volatility made long-term commitments difficult.
“If the tariff goes up to 25 per cent and we become uncompetitive, the whole store proposition is at risk,” he said. “I’m not going to sign a five-year lease in this environment.”
His comments follow a US Supreme Court ruling that many of the tariffs introduced since 2024 were unlawful. However, the administration subsequently confirmed a temporary 10 per cent global tariff, later raised to 15 per cent, adding to market uncertainty.
Brompton, founded in 1976, operates a factory in west London producing tens of thousands of bicycles annually and is the UK’s largest bike manufacturer. Its compact folding bikes are popular among urban commuters worldwide.
While Butler-Adams stressed that the company would continue investing in the US, he said its approach would be more cautious and flexible.
China, by contrast, offers greater stability from Brompton’s perspective. The company has operated in the country for 17 years and now runs three owned stores alongside 14 franchise outlets. It also distributes through third-party retailers.
“It’s our largest market and we know where we stand,” Butler-Adams said, suggesting that warmer diplomatic ties between the UK and China could further enhance demand for British brands.
The shift underscores how global manufacturers are recalibrating supply chains and retail strategies in response to trade tensions, seeking predictability as much as growth in an increasingly volatile geopolitical landscape.
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Brompton shifts focus to China as US tariff turmoil dents confidence