Royal Enfield opens its first exclusive store in Melbourne, Australia

Royal Enfield, a division of Eicher Motors on Wednesday, December 7, announced the launch of its first exclusive brand store in Melbourne. The new store is located at 28 Cremorne St, Cremorne, Victoria 3121.

A dealership run by Mid Life Cycles, the first exclusive store of Royal Enfield in Australia spread over 1655 square feet will have its complete range of motorcycles, apparel and accessories under one roof. 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 purpose-built adventure and touring motorcycles—the Himalayan.

"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," said Rudratej Singh, President Royal Enfield.

The new store has a living room featuring an interesting visual merchandising format, 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 also house Royal Enfield's complete range of apparels and accessories, which includes purpose-built protective riding gear and moto-inspired urban protection gear. The Royal Enfield store in Melbourne is a full-service dealership that is equipped with service and aftermarket capabilities.