Exclusive Royal Enfield brand store opens in Melbourne

Royal Enfield, the fastest growing motorcycle brand in the world, has opened its first exclusive brand store in Melbourne at Royal Enfield Mid Life Cycles.

The new store forms a key part of Royal Enfield’s growth strategy which is focused on expanding the global mid-sized motorcycle segment (250-750cc).

An official media ride preceded the store opening with journalists taking in the vistas of Port Phillip Bay as they toured on Royal Enfield motorcycles. Enjoying the Melbourne’s fine weather and cuisine, they joined the store launch in the evening.

Rudratej (Rudy) Singh

Speaking at the occasion, Royal Enfield President Rudratej (Rudy) Singh said: “Australia represents one of the most important matured markets for Royal Enfield and we are already witnessing an upward growth in the market, a testimony to which is the 63% growth we have received in the first three quarters of 2016, compared to same period last year.

“This growth will be fuelled by our close proximity to the customer through over 25 dealerships across the country, including this exclusive brand store in Melbourne and our evocative product range, available at accessible price points that will appeal to motorcycling enthusiasts. We are looking at key cities in Australia to expand our distribution network, in addition to a strong aftermarket network and infrastructure to ensure full service support to our customers in the region.”

Motorcycle enthusiasts can now experience 115 years of heritage through Royal Enfield’s complete range of motorcycles, apparel and accessories, all available under one roof at Royal Enfield’s first concept store in the country.

The Royal Enfield Mid Life Cycles store is at 28 Cremorne St, Cremorne (just off Swan St and close to Richmond Station). The store is a part of Royal Enfield’s new retail format showcasing its brand philosophy of “Pure Motorcycling” in every aspect of the Royal Enfield ownership experience.

The store’s design re-creates the ambience of a motorcycle enthusiast’s living room by featuring an interesting visual merchandising format, comfortable seating in several corners, and innovative product displays which include a wall-mounted, stripped-down Continental GT showcasing the bike’s internals and frame.

The store will house not only Royal Enfield’s motorcycle range, but also its range of apparel and accessories, including quality protective riding gear and the recently launched moto-inspired urban protection gear. The store has been designed not just as a point of purchase but also a meeting point for enthusiasts to have conversations around motorcycling.

The Royal Enfield Mid Life Cycles store is a full-service dealership with experienced staff and qualified technicians experienced in motorcycle service, repairs and upgrades.

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    21 December 2016