Royal Enfield, the oldest motorcycling company in production, has opened its first exclusive store in Dubai, UAE.

The company also showcased its new range of motorcycle apparel and accessories (gear) inspired by dispatch riders of the World Wars, said a statement.

A motorcycle dispatch rider relayed vital information between headquarters and ground forces through the wars often riding long days and nights through varying weather and terrain.

Royal Enfields were one of the most popular motorcycles for this arduous task due to their durability and ruggedness during the World Wars.

Inspired by the kit that the dispatch riders rode in, Royal Enfield’s new collection pays homage to these riders with a range of gear that blends the heritage look and classic materials with modern cuts and fit.

A palette of browns, greens, olive, tan and blues is paired with classic regimental detailing - epaulettes, plackets and gorgets. Fabrics such as leather, twill and canvas have been chosen for their utility.

Rudratej Singh, president, Royal Enfield, said: “Our new collection celebrates Royal Enfield’s history and in particular our association with the armed forces. It revives the intrepid spirit of the battlefield and exemplifies Enfield hallmarks: craftsmanship, durability and detail.

“The collection includes a full range of urban protection gear such as moto-pants that have articulation on the knee, textile jackets equipped with armoured pockets and shoes with ankle guards and toe-shifters.

“This is a heritage collection is now being retailed from our first exclusive store in Dubai and the collection will keep evolving over time. We believe that with our offering of purpose built, meticulously detailed and well-crafted motorcycle gear, our riders will have a more enjoyable motorcycling experience”

For this collection Royal Enfield has used classic materials such as wax-cotton, which made fabrics water resistant. There are signature design motifs such as hexa-quilt detailing is inspired by the nuts and bolts of the motorcycle. Knits in various weights and innovative combinations play a significant role in the look that is essentially layered but works well even as separates, both on and off the motorcycle.

The additional outwear items include over-shirts, t-shirts, denim trousers with articulated knee-patches, and water-resistant canvas bags.  

Finally, belts, wallets and shoes in pure leather - crafted using traditional techniques while retaining a contemporary disposition – complete the collection. Shoes come with ankle guards and toe shifters that serve both design and functional needs.

“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. The store houses the full range of Royal Enfield motorcycles and gear. The space has been designed not just as a point of purchase but as a meeting point for enthusiasts and for conversations around motorcycling,” said Singh.

“The gear business enhances access to the Royal Enfield brand. 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”, he added.

The 1,924-sq-ft full service store, located at Al Qouz Industrial Area, has been designed as per Royal Enfield’s brand new retail format that showcases the brand’s philosophy of ‘Pure Motorcycling’ in every aspect of the Royal Enfield ownership experience.

The décor has been inspired by a motorcycle enthusiast’s living room. The store features an interesting visual merchandising format and innovative product displays, which include the use of bits and bobs from Royal Enfield motorcycles and photo frames that speak of the Royal Enfield heritage.

A full blown wall display of a stripped down Continental GT showcasing the bike’s internals and frame depicts machine love where the rider derives sensorial joy through tactile interplay with his motorcycle

Arun Gopal, head-International Business, said: “Dubai is one of the most influential markets for automobiles in Middle-East and South Asia region and is a global hub of business and transport. We believe that this market has a lot of demand for classically-styled, all purpose motorcycles that are accessible and fun to ride.

“Our motorcycles are simple, evocative, tactile and fun that provide riders with a pure motorcycling experience We see a huge opportunity for creating a mid-sized segment in UAE which remains largely underserved. Towards this, we are also partnering with RK Globals’ subsidiary - Avanti Automobile Trading that has been incorporated to handle the Royal Enfield business in UAE”

Gautam Jain, managing director, RK Globals, said: “We understand the motorcycle market here in UAE and see an opportunity for creating a mid-sized segment in UAE. We are very glad to partner with the world’s oldest motorcycle brand and will be working closely with Royal Enfield to create a differentiated motorcycling experience in the region”

The store will be retailing the Continental GT 535cc café racer; it’s offering the cruiser segment – the Rumbler that is built to the needs of the long distance rider available in 500cc and 350cc; the retro street model Classic with its post war, classic styling it has a timeless appeal has also been introduced in 500cc and 350cc variants and the oldest motorcycle in continuous production Bullet – available in 500cc and 350cc variants. - TradeArabia News Service