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Brompton boss: The bike-maker who disproved the doubters | Brompton boss: The bike-maker who disproved the doubters |
(about 4 hours later) | |
For Will Butler-Adams, the boss of UK folding bike-maker Brompton, it was being considered stupid as a student that helped drive his determination to be successful in life. | For Will Butler-Adams, the boss of UK folding bike-maker Brompton, it was being considered stupid as a student that helped drive his determination to be successful in life. |
"I was pretty much a failure at school," he says. "I was in the thick class, and I had a marginal chip on my shoulder throughout school, which I suppose I still have now. | "I was pretty much a failure at school," he says. "I was in the thick class, and I had a marginal chip on my shoulder throughout school, which I suppose I still have now. |
"I want to prove that I have been successful [in life]." | "I want to prove that I have been successful [in life]." |
Helping to transform Brompton's fortunes over the past 11 years, leading it from a niche London bicycle company to the UK's biggest bike-maker, Mr Butler-Adams has already achieved his goal, many would argue. | |
At the age of 39, he says he is not sure yet, but that he is "getting there". | At the age of 39, he says he is not sure yet, but that he is "getting there". |
Chance encounter | Chance encounter |
With a master's degree in engineering and Spanish from Newcastle University, and previously working for chemical giant ICI in the north-east of England, he was appointed managing director of Brompton at the age of just 28. | |
And it was all thanks to a chance conversation on a coach trip. | And it was all thanks to a chance conversation on a coach trip. |
"I got chatting to the man sitting next to me, and said I was an engineer," Mr Butler-Adams says. | "I got chatting to the man sitting next to me, and said I was an engineer," Mr Butler-Adams says. |
"He replied that he was chairman of a company called Brompton, and that they were looking for someone like me. | "He replied that he was chairman of a company called Brompton, and that they were looking for someone like me. |
"I wasn't some hardcore keen cyclist, and I had never heard of Brompton. But out of politeness I said I would go and meet the inventor." | "I wasn't some hardcore keen cyclist, and I had never heard of Brompton. But out of politeness I said I would go and meet the inventor." |
So he went to Brompton's factory beside the M4 motorway flyover in Brentford, west London, to meet Andrew Ritchie, who had first designed the folding bike in the mid-1970s. | So he went to Brompton's factory beside the M4 motorway flyover in Brentford, west London, to meet Andrew Ritchie, who had first designed the folding bike in the mid-1970s. |
"I felt like I had walked into a time zone, I couldn't believe that this type of business existed. At university it was all about learning about world-class manufacturers; they don't take you around inefficient SMEs [small and medium-sized enterprises]." | |
But despite being put off by all the clutter in the small factory, Mr Butler-Adams says he was won over after having his first ride on a Brompton, and more importantly - he was offered the job. | But despite being put off by all the clutter in the small factory, Mr Butler-Adams says he was won over after having his first ride on a Brompton, and more importantly - he was offered the job. |
"When I first saw the bike, it was folded up, and I thought: 'I'm 6ft 4in, you are having a laugh, that's not going to work.' And then I get on it, and think 'this is really cool'. | |
"That got me thinking, and I found Andrew fascinating, just intellectually outstanding. So I thought: 'Well, stuff it, what have I got to lose?'" | |
Outsourcing | Outsourcing |
When Mr Butler-Adams joined Brompton in 2002, it was making 6,000 bikes per year, and employed 24 people. The company was profitable, but in no way able to keep up with demand. | When Mr Butler-Adams joined Brompton in 2002, it was making 6,000 bikes per year, and employed 24 people. The company was profitable, but in no way able to keep up with demand. |
Fast forward to today, and Brompton makes 40,000 bikes a year, and has 190 workers. Its annual turnover is set to hit £28m after growing by more than a quarter in each of the last three years. | Fast forward to today, and Brompton makes 40,000 bikes a year, and has 190 workers. Its annual turnover is set to hit £28m after growing by more than a quarter in each of the last three years. |
And this growth has all come organically, with the company not seeking any outside finance. | And this growth has all come organically, with the company not seeking any outside finance. |
To help achieve the substantial expansion over the past 11 years, Mr Butler-Adams brought in a more professional and modern way of doing things, introducing budget plans, and outsourcing the manufacturing of certain parts or processes, such as the wheels and the painting of frame parts. | To help achieve the substantial expansion over the past 11 years, Mr Butler-Adams brought in a more professional and modern way of doing things, introducing budget plans, and outsourcing the manufacturing of certain parts or processes, such as the wheels and the painting of frame parts. |
The outsourcing to other UK manufacturers meant that space for production work and final assembly at Brompton's Brentford site was greatly expanded. | The outsourcing to other UK manufacturers meant that space for production work and final assembly at Brompton's Brentford site was greatly expanded. |
Mr Butler-Adams says: "The idea was to outsource the non-core stuff, so that we could then lavish attention on the core things, and do them better. And we could make more bikes." | Mr Butler-Adams says: "The idea was to outsource the non-core stuff, so that we could then lavish attention on the core things, and do them better. And we could make more bikes." |
As Brompton grew, he says it was his policy to "to employ people who are better than me". | As Brompton grew, he says it was his policy to "to employ people who are better than me". |
"I haven't done a good job, I've done a good job in finding people who can do a better job than me in everything I ask them to do." | "I haven't done a good job, I've done a good job in finding people who can do a better job than me in everything I ask them to do." |
Design protection | Design protection |
Now exporting to 44 countries - everywhere from Brazil to China - some 80% of Brompton's bikes are today sold abroad. | Now exporting to 44 countries - everywhere from Brazil to China - some 80% of Brompton's bikes are today sold abroad. |
Despite this global reach, Brompton has no plans to relocate any production to the Far East in order to take advantage of cheaper labour costs. | Despite this global reach, Brompton has no plans to relocate any production to the Far East in order to take advantage of cheaper labour costs. |
One key reason is to protect its designs and production methods from potential copying. | One key reason is to protect its designs and production methods from potential copying. |
"What we are doing by making the bike in London is protecting our intellectual property. It's brilliant, and it really works. | "What we are doing by making the bike in London is protecting our intellectual property. It's brilliant, and it really works. |
"Of course we sell bikes in China, so someone could buy one and try to reverse engineer it. But it is not that simple - the complexity of our manufacturing process is such that it is not easy." | "Of course we sell bikes in China, so someone could buy one and try to reverse engineer it. But it is not that simple - the complexity of our manufacturing process is such that it is not easy." |
Indeed, no copy of the Brompton has yet been produced, despite its original patent running out in 1998. | |
Brompton also does not advertise, instead relying on word of mouth from happy owners to drive sales. | Brompton also does not advertise, instead relying on word of mouth from happy owners to drive sales. |
"Our idea of marketing is to produce a great product and look after the customer," says Mr Butler-Adams. "Do this and they become evangelical about you." | "Our idea of marketing is to produce a great product and look after the customer," says Mr Butler-Adams. "Do this and they become evangelical about you." |
With demand for Bromptons continuing to grow globally, Mr Butler-Adams says he is pleased with the firm's contribution to urban transport. | |
"I don't think I have achieved much yet, I'm not old, but my greatest achievement so far is unlocking the potential of what a folding bike can do in cities around the world." | "I don't think I have achieved much yet, I'm not old, but my greatest achievement so far is unlocking the potential of what a folding bike can do in cities around the world." |
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