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Brompton Bicycle: crafted for cult appeal

Source: The Guardian

Nov 08, 2009

Summary

Sales of the folding bikes are up more than 25% this year as multicoloured options win younger converts - many of them women

The Brompton bicycle company is having a fashion moment – well, at least it was until last month when Lord Mandelson, the business secretary, was snapped whooshing around London on his sleek black "folder".

The British manufacturer has been quietly raising the style stakes in the cycle lanes, as multicoloured options such as shocking-pink handlebars and "purple haze" frames win younger – and female – converts to a brand that was once the preserve of eccentric middle-aged men.

Brompton Bicycle's managing director, Will Butler-Adams, accepts Mandelson has snuffed out any flames of fashion credibility but is nonetheless chuffed at government endorsement. "He's had it for a bit too, because it's not the latest, latest one," he adds.

Mandelson is not the only one taken with his Brompton. Sales are up more than 25% this year as tweaks to the famous folding design, which starts at £600, coupled with rising bus and train fares, get people on the mo

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