Brompton Bicycle

The Brief

Taking the luxury transport industry by storm, Brompton Bicycle has created a product that is much more than your average bike. Designed and manufactured in London since 1975, the Brompton brand has gone from strength to strength. Growing quickly, they have built a solid community of Brompton lovers. Developing new and innovative bikes, including Brompton Electric and Brompton B75, and transforming the way commuters get around their cities is a key focus.  To support this, there is a huge need for a reliable and stylish website with a highly functional eCommerce website and CMS platform.


With a large project underway to transform the customer journey and experience on-site, Harry Mann, Head of Customer Experience at Brompton, was introduced to Codeminers. He was on the hunt for a team of Sitecore experts in order to expand the capabilities available to his team and ensure the project remained on track for a late 2018 deployment.

In order to develop a deeper understanding of their expanding customer base, the Brompton eCommerce and Marketing teams were utilising the capabilities of Sitecore, including analytics and campaign tracking. However, a key problem that they were experiencing was issues with site stability and redirect loops, causing downtime and ultimately lost sales. We stepped in to help resolve this issue and get the brand’s site infrastructure and codebase back on the right track, helping them to maximise eCommerce revenue throughout their key trading period in 2019.


As well as regular downtime, the Brompton team also saw a reduced amount of capability from their Sitecore CMS following the introduction of new designs and developments within the code, as well as significant issues with the checkout process, which affected the overall usability of the site.

Our Solution:

Following our initial investigation, we began to create a more stable environment whilst the site underwent maintenance, including the start of removing bespoke integrations. This, however, was just the beginning. The website was still failing daily, due to being hosted on a single server.

Our solution was to rebuild and upgrade the website on Sitecore 9, utilising MVC and Magneto 2 as the chosen ecommerce platform. We then migrated the live Sitecore 7 site to an additional server to ensure stability and reduce downtime. The Codeminers and Cardinal IT team on the project also drastically reduced the deployment time from half a day to just 8 minutes with custom automated deployment pipelines for both the UAT and production environments.

In connection with the development work going on behind the scenes, we also worked further with the eCommerce team to integrate new payment systems such as Divido and iDEAL into the current environment.  This enabled sitewide financing and payments from their Dutch customer base via a preferred payment option within the region.


Looking at August 2019, Brompton has seen the following improved metrics following our work on the site:

  • 45% increase in page views per session
  • 100% increase in eCommerce conversion rate
  • 45.05% decrease in page load time

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