We have seen repeat purchases of clothing and equipment from non-Royal Enfield riders: CCO, Royal Enfield

Royal Enfield has launched its second exclusive clothing store in India. After the earlier launch of its inaugural store in Pune, the latest addition is located at AIPL Joy Central Mall, Gurugram, Sector 65.
Royal Enfield’s foray into the clothing segment began in 2014 and over the last decade, the brand has continued to evolve. “When we started our clothing business, it was in 2014. And as the years have gone by, we are now in the 10th year. We learned a lot. One of the biggest learnings was that after we improved our fabrics, design, a type of design very close to that of the motorcycle, appeared. The acceptance of the clothing range, as well as riding gear, has gone beyond just Royal Enfield riders,” Yadvinder said. Singh Guleriacommercial director of Royal Enfield.
Additionally, the company’s clothing line has attracted interest from a wider audience, including non-motorcycle owners. Guleria explained: “We could even see repeat purchases. Even if they are not Royal Enfield riders. However, they buy the content.

This trend has prompted Royal Enfield to venture into exclusive clothing stores that go beyond dealerships. “When we profiled these buyers, it was very clear: many non-Royal Enfield customers buy our products. So why not contact them in terms of a physical store, in a space where I’m not pushing our bikes? he added.

The Gurugram store is the brand’s second exclusive clothing store, after the launch of its Pune store. “This location, right next to the crossroads, opposite restaurants and cafes, is very trendy. Be it bikers or motorists, our store visibility communicates directly with them,” Guleria said.
The store offers a wide range of riding equipment suitable for different weather conditions and riding styles. Products include riding jackets such as the Nirvik V2, Crossroader and Streetwind Eco 2, as well as helmets, gloves and shoes. The clothing collection also includes shirts, t-shirts, pants, bags and more, aimed at both men and women. The brand’s commitment to sustainability is most evident in its jackets made from 75 recycled PET bottles.

One of the key goals of exclusive stores is to educate motorcyclists about safety and functionality. “The biggest advantage of this type of exclusive store is the identification of needs. For example, if you ride a Himalayan, you need an adventure helmet, not an open face helmet. We help customers choose the right product,” explained Guleria.
The brand’s efforts to penetrate tier 2 and tier 3 cities also highlights the importance of awareness. “In Tier 2 and Tier 3 cities, customer awareness is not the same. When we deployed a specialized workforce in these areas, we saw a big increase in sales of equestrian equipment,” he said. Trained staff ensure that customers in these regions discover the right products for their needs.
Asked about the growing competition and strategies to compete with multi-brand stores, he said: “It is not about competition. We are very clear about our philosophy. Royal Enfield strongly believes in its DNA: authenticity, long heritage, legacy. Also, remain relevant to the motorcycle community. If we dilute anything, we are not Royal Enfield.