In this episode of The Interview Series, host Karl McKeever is joined in conversation by Dawn Fichot, Head of Marketing North America for iconic British foldable bike manufacturer, Brompton Bicycles. From its humble beginnings in a South Kensington railway arch in 1975, Brompton has grown into an internationally renowned brand - famed for its ingenious design and impeccable craftsmanship. Despite the unfolding uncertainty faced by other sectors in retail over the past couple of years, Brompton has experienced an unprecedented surged in demand. Looking ahead, Brompton has big plans for the future with strategic growth in the US market a top priority. In this episode, we explore how this most British of companies is adapting its message to move in line with needs of the North American audience; the ways Brompton is leveraging digital solutions to track new consumers; urban change in the US; and why innovation and loyalty will always be Brompton’s obsession. Recorded at NRF 2024: Retail’s Big Show