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Entered 2024.10.22 07:29 Modified 2024.10.22 07:29 Reporter Lee Na-young ([email protected])
Combining bicycle brand heritage with fashion business… Birth of ‘wearable Brompton’
UK headquarters actively collaborates with users… Active global branding such as BWC
The 2024 Brompton World Championship China (BWCC) held in China from the 20th to the 22nd of last month. ⓒThe Nature Holdings
The Nature Holdings is focusing on growing the ‘Brompton London’ brand.
We are determined to expand our customer base by combining the heritage of British premium bicycle brand Brompton with our fashion business to provide consumers with a differentiated experience.
The Nature Holdings signed a licensing agreement with Brompton for the production and sale of clothing products in September 2022, and launched the British contemporary brand Brompton London the following year (2023).
Brompton is the company that developed the first folding Mini Velo brand, and is considered a British premium bicycle brand that produces 100,000 folding bicycles annually and exports them to 47 countries around the world.
Brompton London is a brand that has reborn Brompton, a British high-end bicycle brand with a tradition of over 40 years, into clothing and accessories. Brompton’s unique brandy mood and heritage are reflected in every detail of the product.
For office workers who commute by bicycle, the so-called ‘self-sufficient people’, the company is introducing the Explore line, which adds functionality to a minimalist mood, and the lifestyle line, which has a casual mood that can be worn lightly in everyday life.
Currently, Brompton operates a total of 9 offline stores and an official online store, including Shinsegae Department Store Gangnam, the first store in London, and The Hyundai Seoul in Yeouido.
From the beginning of the brand launch, The Nature Holdings has been actively collaborating with Brompton headquarters and users to provide a differentiated brand experience.
Last April, we opened a pop-up store introducing the brand’s heritage from the birth of Brompton bicycles to the current Brompton London, and received a warm response.
BWCC Brompton London clothing pop-up store.ⓒThe Nature Holdings
We have also planned ‘Bromping’, an experiential program that reviews Brompton London products while camping with real Brompton users, who have a large fan base at home and abroad.
In addition, we are continuing to collaborate extensively in Asia, including as a key partner in the ‘Brompton World Championship (BWC)’ event held sequentially around the world every year.
BWC is an event where you can challenge yourself to a unique race on a Brompton bicycle. At the ‘2024 Brompton World Championship China (BWCC)’ held in China from the 20th to the 22nd of last month, Brompton London introduced clothing products with Brompton’s unique urban sensibility to the global market. First introduced to the market.
During the Brompton competition, an event booth was opened and a variety of attractions such as Brompton London products and accessories were provided.
In particular, local preferences for Brompton London clothing were confirmed by communicating with Brompton users and customers who visited the site.
After the actual product was revealed, it received attention and received active offers from overseas buyers and Brompton officials who visited the site.
At this event, Park Young-joon, CEO of The Nature Holdings, visited the site in person and revealed the strong relationship with Brompton headquarters.
Representative Park attended the competition award ceremony as a guest of honor and personally presented the ‘Best Dresser Award’, which is given to the participant who wore unique and unique clothes.
The Nature Holdings’ Brompton London plans to continue its partnership with Brompton and continue to tap into overseas markets through global branding such as BWC.
An official from The Nature Holdings said, “We have been strengthening our partnership with Brompton headquarters since we first introduced the global IP called Brompton as clothing last year,” adding, “In particular, as Brompton headquarters considers Korea as a test bed and outpost for Brompton’s clothing business, global branding “We are also actively cooperating,” he said.
He added, “We will continue to practice differentiated branding by combining the capabilities and ideas of both companies so that the Brompton London brand can successfully enter domestic and overseas markets.”
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