Royal Enfield Opens First Exclusive Store In Melbourne, Australia

Published On Jan 01, 1970 By at

Royal Enfield has opened up its first exclusive brand store in Australia to further expand its worldwide reach.

The store located at 28 Cremorne St, Victoria further solidifies the brand's intent to push for a focused global expansion in the mid-size motorcycle category (250 - 750cc).

Customers and motorcycle enthusiasts can now experience 115 years of legacy through the complete range of motorcycles, apparel and accessories, all of which will be available under one roof at Royal Enfield’s first store in the country. The brand's philosophy of 'pure motorcycling' is what Royal Enfield wants to project through the experience store. Spread over an area of over 1655 sq. ft. of space, the store creates a motorcycling enthusiast's living room ambience.

The merchandises, apparel, accessories, comfortable sitting spots around the floor and innovative product displays including a torn down Continental GT on the store's wall come together to create a mesmerising experience for the visitors. The store will also have purpose-built protective riding gear and moto-inspired urban protection gear as well. It hasn't just been designed to be the point of sale but also a rendezvous point for enthusiasts to have conversations around motorcycling and modifications.

Royal Enfield's Australian lineup includes the Bullet 500, Classic 350 and 500, Continental GT and the Himalayan. Bullet 350 and the two Thunderbirds won't be available for sale in the country. 

Speaking at the occasion Rudratej Singh, president Royal Enfield 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, this exclusive brand store 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.”

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