Brompton, the British folding bike maker, has sold stakes to French sports retailer Decathlon and Chinese investment group BA Capital in a deal collectively worth about £18 million. Decathlon acquired a 10% stake via its investment arm Decathlon Pulse, while BA Capital bought 5%. The investments will allow staff, including CEO Will Butler-Adams, and long-term investors to cash in some shares, while bringing market knowledge, supply chain efficiency, and technology from the new partners.
Partnership goals and market recovery
CEO Will Butler-Adams said: "We are in this partnership to learn." He highlighted that BA Capital, which also backs Labubu maker Pop Mart and bicycle brand Tenways, will provide expertise on China—now Brompton's largest market. Decathlon Pulse CEO Franck Vigo stated: "What convinced us goes beyond the product: we share the same values, a strong culture of quality, and a long-term vision of sustainable urban mobility. This partnership is about scaling that model while preserving what makes Brompton truly unique."
Butler-Adams noted that the cycling market is recovering after a post-pandemic slump. "We are over the worst," he said, adding that "cycling is in the ascendant" as cities add bike lanes amid growing interest in healthy living and pollution-free transport. Brompton bikes, priced from £999 to nearly £6,000 for a top titanium ebike, will soon appear in dedicated "Brompton corners" in select Decathlon stores.
Shareholder and financial details
Butler-Adams explained that many shareholders, including Andrew Ritchie who designed the bike in 1975 and remains the largest shareholder, have held shares for decades. "A lot of shareholders have owned shares for 50 years," he said, with many now in their 80s or having passed the investment to children. The deal allows them to realize cash while staff can sell some share bonuses.
Butler-Adams, who became CEO in 2008 after mortgaging his home to support Brompton through tough times, emphasized the need for UK government support for entrepreneurs. He criticized the lack of encouragement for those making "massive personal commitment" to growing businesses, saying "most people just go and work for a bank or a consultancy." He also urged the government to crack down on illegal ebikes, which he said are dangerous due to excessive speed and battery fire risks, hampering the legitimate ebike market.
Sales and profit performance
In the year to March 2025, Brompton sold 78,530 bikes, a 7.5% drop from the prior year. Total sales fell 1% to £121.5 million, but pre-tax profits rose sharply to £130,476 from less than £5,000 as the company cut costs. Butler-Adams said sales rose slightly in the year to March 2026, but profits were depressed by investment in expansion, including new stores and bike versions. The workforce decreased by about 50 to 790 employees due to rising employers' national insurance contributions and other tax changes.
