Located at the AIPL Joy Central Mall in Sector 65, Royal Enfield’s second exclusive apparel store reflects the bikemaker's efforts to expand beyond motorcycles into a broader lifestyle experience. Speaking to Mobility Outlook, Yadvinder Singh Guleria, Chief Commercial Officer, Royal Enfield, mentioned that the store is not merely a retail outlet but a hub for the riding community to gather, share experiences, and celebrate the culture of motorcycling. The choice of location, with ample parking and easy accessibility, aligns with the company's vision of making the store a convenient starting or finishing point for rides in the region.
Focus On Safety & Functionality
A key highlight of the store is its extensive range of riding gear, designed to balance safety, functionality and style. The collection includes riding jackets, along with helmets, gloves, trousers, and boots. The products feature safety elements like CE-certified protectors and environmental-friendly designs, such as the Streetwind jacket made from 75 recycled PET bottles. Guleria highlighted that the company is pressing hard to promote rider safety through certified gear that meets international standards. The focus on safety extends to educating customers about selecting the right gear tailored to their specific riding needs further reinforcing the brand’s community-centric approach.
Riding Meets Everyday Fashion
The Gurugram store is not limited to riding gear but also showcases a wide array of lifestyle apparel, including T-shirts, shirts, trousers, and footwear for men and women. The apparel is designed to appeal to both riders and non-riders, making it a versatile addition to anyone’s wardrobe. With its distinctive designs inspired by motorcycling elements, the clothing serves as an expression of the Royal Enfield ethos of pure motorcycling. This approach caters to the growing trend of motorcycling as a lifestyle, blending functionality with fashion to attract a wider audience.
Space For Riding Community
Guleria noted that the store is intended to be a one-stop hub for riders, offering not just products but an environment where they can connect with like-minded individuals. The store’s location, designed to host community rides and events, aims to foster camaraderie among riders. This initiative builds on Royal Enfield's legacy of engaging with the riding community through curated experiences and products that enhance the joy of motorcycling.
In response to customer feedback, the store has incorporated several updates, including larger sizes for jackets and helmets, as well as an expanded range of cruising-specific gear. Guleria acknowledged that the apparel and riding gear segment is no longer limited to Royal Enfield riders. The brand has seen growing acceptance among non-Enfield riders, thanks to its focus on quality, comfort, and functionality. This inclusivity reflects the brand's efforts to expand its appeal while staying true to its heritage.
With the apparel segment already contributing significantly to the brand's presence in over 60 countries, the new store represents a step forward in creating a holistic ecosystem for riders. Guleria hinted that there are no plans for further expansion, at least in the near future for these exclusive stores in India.
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