Royal Enfield has opened its first exclusive brand store in Melbourne as a part of its growth strategy in Australia and focused international thrust of leading and expanding the global mid-sized motorcycle segment. Customers and motorcycle enthusiasts can now experience 115 years of legacy through its complete range of motorcycles, apparel and accessories, all available under one roof at Royal Enfield’s first concept store in the country, as a part of its new retail format showcasing its brand philosophy of “Pure Motorcycling” in every aspect of the Royal Enfield ownership experience.
The store spread over 1655 square feet creates an ambience of motorcycle enthusiast’s living room by featuring an interesting visual merchandising format, comfortable sitting spots in several corners, and innovative product displays, which include a wall display of a 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 complete range of apparels and accessories, that includes purpose-built protective riding gear and 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 store in Melbourne is a full-service dealership that is equipped with service and aftermarket capabilities as well.