Royal Enfield opens concept store in London

Royal Enfield has opened a new concept store in London, England, making it the first exclusive store in UK, the place where the Café Racer was born. The showroom is located on Poyser Street, East London and is spread across 850sq ft.

The showroom displays the entire range – Thunderbird, Bullet, Classic and the Continental GT. There is a wide range of merchandise and accessories like the helmets, gloves, jackets, riding pants, boots, and goggles.  There is also a fully-functioning workshop supplying spare parts for all current and previous generations bikes. Just like the concept store in India, there is one Continental GT that’s been mounted on the wall with its parts scattered around, adding a very nice touch to the showroom. 

The store launch event was also a celebration for the 50th anniversary recreation of the Top-to-Tip challenge, conducted for motorcycle enthusiasts, held on May 10-11, 2014 on the Continental GT. This event was attended by Johnny Brittain- the record breaking motorcycle trial rider.

“It’s been a dream of ours to have a store like this and to display our bikes in a really nice manner; this is actually the second of this style of store that we have anywhere in the world,” said Siddhartha Lal, CEO of Royal Enfield.

Royal Enfield has been slowly making its presence felt globally. Its bikes were already being sold abroad as well as in  India, but it is concentrating more on the brand equity by having various activities. In India as well the company has made sure to display its affection over its history and grow more in future with the help of its new plant near Chennai.