Royal Enfield has inaugurated 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 (250-750cc).

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.”

The store, spread across 1,655 square feet, creates an ambience of motorcycle enthusiast’s living room by featuring a 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.

“Today, Royal Enfield is one of the most profitable automotive brands in the world and we believe that our future growth will come from markets such as Australia with huge potential for our evocative, all purpose, and middle- weight (250-750cc) motorcycles. We want to revolutionise and re-invigorate this mid-size motorcycle market with our aspirational yet accessible range, by building the brand globally through a unique city led strategy that creates aspiration and generates demand across the country. As a part of this ‘city strategy’ we now have 19 exclusive brand (concept) stores outside of India, in nodal cities like Milwaukee, London, Paris, Barcelona, Madrid, Valencia, Bogota, Medellin, Dubai, Jakarta, Bangkok and now in Melbourne, to create a robust eco-system offering a highly differentiated retail experience and aftermarket capabilities, rides and community events and other adjacencies that bring to life the heritage and world of Royal Enfield. The Melbourne store also follows this global retail identity and we are confident that it will set new benchmarks in motorcycle retail in Australia. The space has been designed not just as a point of purchase but as a meeting point for enthusiasts and for conversations around motorcycling,” added Singh.