Brompton appointed Juliet Scott-Croxford as president, North America.
The appointment comes as the London-based manufacturer of the Brompton folding bike saw more than 50 percent increase in total units sold in the U.S. over the past 12 months and a 76 percent increase over 2019, said Bromton. The manufacturer now sells over 70,000 bikes globally each year.
Prior to joining Brompton, Scott-Croxford was CEO at Worth responsible for leading its brand reinvention and digital transformation from a print magazine to a multi-channel platform. Previously, she was the chief delivery officer at The Guardian where she led the implementation of its global three-year turnaround plan and subsequent evolution for its U.S. operation.
“The USA is a top strategic growth market for Brompton and, if we get it right, there is no reason it cannot be bigger for us commercially than the UK currently is within five years,” said Stephen Loftus, chief commercial officer at Brompton. “Our customer base is fiercely passionate about the brand, but the biggest challenge we currently face is that not enough people know about Brompton and how our products can transform your life in a city. This is the main reason why we are so excited to have Juliet joining the team. In particular, she brings a deep experience in both digital marketing and brand community building across the USA’s leading cities and has already shown a clear vision for where she sees the future for Brompton in the US market.”
Will Butler-Adams, CEO at Brompton added, “Juliet joins us at a time when demand for bikes is on the rise. As we recover from the pandemic, one positive light has been that millions of people across North America have had the opportunity to see what urban living can be like with safe streets, clean air and a true sense of community, and people don’t want to go back.
“Brompton is a powerful brand, engaged community and extraordinary product that touches the hearts and minds of its riders and one that I have experienced personally. I could not be more excited to be a part of this team and its next phase of growth,” said Scott-Croxford. “As cities rethink the role they play for urbanites, making cycling safer and more accessible for all has never been more important. Brompton can, and will, play a key role in that.”