Royal Enfield opens first store in Dubai

Royal Enfield has opened its first exclusive store in Dubai, showcasing the full range of motorcycles, as well as apparel and accessories inspired by the despatch riders of the World Wars.

Located at Al Qouz Industrial Area 4, Dubai, the 1924 sq.ft full service store is 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.

“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 Rudratej Singh, President, Royal Enfield.

From the first exclusive store in Dubai, Royal Enfield will be retailing the full range of motorcycles, including the Continental GT 535cc café racer; it’s offering in the cruiser segment – the Rumbler (which is the Thunderbird in India) available in 500cc and 350cc; the retro street model Classic with its post war, classic styling also available in 500cc and 350cc variants and the oldest motorcycle in continuous production, Bullet – available in 500cc and 350cc variants.

“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,” said Arun Gopal, Head – International Business, Royal Enfield.

Royal Enfield has partnered with RK Globals’ subsidiary - Avanti Automobile Trading LLC that has been incorporated to handle the Royal Enfield business in UAE. Established in 2004, RK Globals are the importers, distributors and retailers of automobiles and automobile components with over a decade of experience in creating markets for leading motorcycle manufacturers. They are also distributors for several global automobile brands in the three and four-wheeler segments and buses.