Brompton Bicycle has scaled back its US expansion and accelerated investment in China as uncertainty over trade policy under Donald Trump changes its international strategy.
The London-founded folding bike specialist closed its brand stores in New York and Washington last year when their leases expired. In contrast, the company opened a new branch in Shenzhen and doubled the size of its flagship store in Shanghai after a major renovation.
Brompton chief executive Will Butler-Adams said the decision reflected concerns about political unpredictability in the US. “We concluded that the leadership was so unpredictable that anything could happen,” he said, adding that the volatility of tariffs made long-term commitments difficult.
“If the tariff goes up to 25 percent and we are no longer competitive, the entire business proposition is at risk,” he said. “I will not sign a five-year lease in this environment.”
His comments follow a U.S. Supreme Court ruling that many of the tariffs imposed since 2024 were unlawful. However, the government subsequently confirmed a temporary global tariff rate of 10 percent, which was later increased to 15 percent, adding to market uncertainty.
Founded in 1976, Brompton operates a factory in west London that produces tens of thousands of bicycles annually and is the UK’s largest bicycle manufacturer. Its compact folding bikes are very popular with urban commuters worldwide.
While Butler-Adams emphasized that the company will continue to invest in the U.S., he said its approach will be more cautious and flexible.
China, on the other hand, offers greater stability from Brompton’s perspective. The company has been operating in the country for 17 years and now operates three of its own stores and 14 franchise branches. Sales also take place via third-party dealers.
“It’s our biggest market and we know where we stand,” Butler-Adams said, suggesting warmer diplomatic relations between Britain and China could further boost demand for British brands.
The shift underscores how global manufacturers are realigning their supply chains and retail strategies in response to trade tensions, seeking both predictability and growth in an increasingly volatile geopolitical landscape.
