British bicycle brand Brompton backs BigCommerce as new portal replaces 12-year-old wholesale system
Commerce reports that Brompton, a British foldable bicycle manufacturer, has launched its new partner portal on BigCommerce B2B Edition.
The aim here is to give Brompton’s global network of independent retailers a modern ordering experience, with the portal running on the same BigCommerce instance and product catalogue that powers the company’s direct-to-consumer business.
Brompton first launched its composable direct-to-consumer site on BigCommerce in 2024. The new offering extends that foundation to the wholesale side of the business, which accounts for roughly 75% of Brompton’s total sales across over 1,000 retail partners worldwide.
“Our retail partners are central to Brompton's success. The new Partner Portal gives them a modern, intuitive way to explore our product range, place orders and access the information they need to support our joint customers.” says Oliver Boardman, CTO at Brompton. “This investment is about making it easier for our partners to do business with Brompton and grow alongside us.”
The previous wholesale system was created more than a decade ago and was designed around the company's configurable bicycles. As its range expanded to include electric, titanium and large wheel bikes, the breadth of products, options and content available to partners grew significantly. The new portal provides, according to a press release, “a richer product experience, with clearer imagery, improved product information and curated catalogues that make it easier for partners to understand and access the full Brompton range, while also providing a more scalable foundation for future growth.”
Over time, Brompton plans to increase the range of tools it provides in the system.
“This wasn't just a technology project. It was delivered through close collaboration between teams across Brompton, combining deep knowledge of our products, partners and processes with the technical expertise to bring it all together. AI tools helped accelerate delivery, but the real success came from having engaged people across the business working towards a shared goal,” says Boardman. “That collaboration, combined with the knowledge we've built on the BigCommerce platform, allowed us to launch significantly faster while continuing to build our internal capabilities.”
The portal is live in Germany and Austria, with the remaining European markets and the UK to follow this month. Additional localisation work for the U., Japan, China and Singapore is underway, with full roll-out targeted for completion ahead of the spring.
“Historically we had different systems for different things,” says Boardman. “We want to bring it all together so there’s a single place partners can come to interact with the brand. If we make it as easy as possible for people to work with us, that helps them give our customers a great experience.”
"For years, manufacturers put their digital investment into direct-to-consumer while their dealers made do with ordering tools no shopper would tolerate," says Lance Owide, Vice President of B2B Product Management at Commerce. "That gap is common across manufacturing, but it's closing fast. Brompton deserves credit for recognising the need to serve consumers and partners from one platform, one catalog and one team.”
2026 RTIH Innovation Awards
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