Royal Enfield opens flagship store in Delhi

Royal Enfield has opened a new signature boutique store for its apparel range in Khan Market, Delhi. Aimed at catering to the rapidly increasing audience looking for lifestyle apparels and accessories bearing the mark of the Chennai-based manufacturer, the flagship store has been designed around the company’s philosophy of ‘Pure Motorcycling’.

The store has been spruced up with handcrafted furniture and exhibits made of brass, leather, timber and mild steel, which are materials that age with time. The store has a wall display of a stripped-down Continental GT, showcasing the bike’s frame and other internals. It also uses an assortment of Enfield motorcycles, photo frames and insignia that speak of Royal Enfield’s century-old heritage.

The store has been designed not just as a point of purchase, but also as a place where enthusiasts could get together and share their passion for motorcycles. During the inauguration, the Chennai-based manufacturer also launched its new gear collection, called Despatch Rider gear, and a limited edition Despatch Classic 500 motorcycle, which is available in two unique paint schemes.

Speaking about the new store and the Despatch range, Mr Rudratej Singh, president, Royal Enfield said, "Royal Enfield is striving to provide an immersive retail experience for its customers that forms an integral part of the company’s core retail strategy, globally. While we would like more and more people to ride our motorcycles, gear can well be a starting point for them to experience the brand. It also allows us to better our retail footprint with stores in more cosmopolitan and ‘non-auto’ retail spaces. In addition to Khan Market, we already have gear stores in Mumbai, Bangalore, Chandigarh and Amritsar. One more in Pune is also coming up soon.”