Royal Enfield on December 7 opened its first exclusive brand store in Melbourne at 28 Cremorne St, Cremorne, Victoria 3121, as a part of its growth strategy in Australia and focused international thrust of expanding the mid-sized motorcycle segment (250-750cc).
Customers and motorcycle enthusiasts can now experience Royal Enfield motorcycles, purchase apparel and accessories, at their first concept store in the country, as a part of its new retail format showcasing its brand philosophy of “Pure Motorcycling”.
The store spread over 1655 square feet creates an ambience of motorcycle enthusiast’s living room by featuring an visual merchandising format, sitting spots in several corners and 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.
Royal Enfield motorcycle range available in Australia includes the iconic Bullet 500, the retro-street models - Classic 500 and 350cc + Classic Chrome 500cc, the Continental GT cafe racer 535cc, and the recently launched Himalayan 410cc.
Royal Enfield’s first exclusive store in Melbourne is a dealership by Mid Life Cycles.