Royal Enfield opens Concept Store in New Delhi

‘Pure Motorcycling’ is Royal Enfield’s brand philosophy and they showcased this by opening a brand new Concept Store in the capital. Located at Select Citywalk Mall in Saket, New Delhi the store displays RE’s newly launched apparel, riding gear and accessories collection, mostly based on the Continental GT theme. The oldest Indian motorcycle manufacturer has also showcased their journey through the years in pictures that adorns the walls of this spanking new store. Apparel ranges from T-shirts and riding jackets to gloves, shoes, boots and helmets, while accessories include belts, badges and sunglasses.

The store aims to attract prospective RE customers as well as existing fans and owners and offer them an experience of Royal Enfield’s long heritage. The new range of accessories, apparel and riding gear displayed at the store is a push towards looking at motorcycling as a lifestyle rather than a simple means of commuting. This has worked spectacularly well for companies like Harley-Davidson and Triumph — selling a lifestyle as much as a motorcycle. More such stores will open up in other Indian cities in the near future.