Royal Enfield opens London store
It seems incongruous that a brand which originated in the UK has just launched its first London store – over 100 years after the first Royal Enfield was builtThe world’s oldest motorcycle company in continuous production, the British-born and now Indian-based Royal Enfield, has launched its first exclusive store in London, marking a major turning point in the company’s history and presence in UK – its original and ‘spiritual’ home.
The store, on Poyser Stree in East London, will be the first of its kind outside of India, reflecting the brand’s expansion plans in the UK and other global markets, including Australia.
As well as showcasing Royal Enfield’s entire range of motorcycles, including the all-new Continental GT, Classic and Bullet 500, the retail outlet will stock a complete range of apparel and accessories, including helmets, jackets, riding trousers, t-shirts, pit shirts, boots, gloves, goggles and buffs.
Siddhartha Lal, managing director & CEO of Eicher Motors Limited, the parent company of Royal Enfield, said: “The first quarter of 2014 has shown that Royal Enfield has continued to stay in a very strong position. There has been solid growth in volume so far and with an extremely healthy looking order book, it looks as though the increase in figures is set to continue.
“It has been just over a year since Royal Enfield started commercial production at a new state-of-the-art facility in Oragadam, Tamil Nadu, India. The new plant is shaping up nicely and is now contributing significantly to our production volumes. In the first quarter of 2014 alone it has produced more than 10,000 units per month, a number that is poised to go up further as the year progresses”
The opening of the dealership coincided with the 50th anniversary of the company’s historic ‘Top to Tip’ sprint ride, which originally marked the launch of Royal Enfield’s first Continental GT model in 1964. To celebrate the occasion, celebrities and motoring enthusiasts embarked on the sprint, setting off on a 24-hour ride from John O’Groats to Land’s End on May 10, all in aid of social enterprise charity, Riders for Health.
Royal Enfield will be supporting Riders for Health – which helps motorcycles, ambulances and other four-wheel vehicles deliver health care in seven countries across Africa – by auctioning off a place on the ride. Royal Enfield will also donate a bike used on the ride, which the charity can then raffle off in order to raise further funds.
Source: www.retailtimes.co.uk
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