Royal Enfield has opened its third UK store, at Watford. The other retail outlets can be found at TTT Motorcycles in Bethnal Green and Hartgate Motorcycles in Mitcham, Surrey.
The Watford store concept is based on Royal Enfield’s globally replicated retail design, with a dismantled Continental GT carefully sculpted on to a rear wall and a handful of iconic Enfields on display. The store will sell Royal Enfield’s full range of motorcycles and apparel.
Entertainment at the opening included talks by Steve Parrish and by TT winners Ian Lougher and Dean Harrison.
Royal Enfield’s custom bikes, Dirty Duck and Mo’ Powa, were on display for the first time in the UK and the stories behind their builds were told by creators Adrian Sellers and Ian Wride.
Dealer principal Steve Donovan said: “Our new Royal Enfield store really is a unique concept that is very different to how motorcycle dealerships usually look and feel. We have a strong identity that we hope resonates well with new and existing customers. We look forward to receiving feedback on the new store as we open up a new chapter for our business.”
Steve Oliver, general manager at MotoGB, official distributor for Royal Enfield Motorcycles for the UK market, said: ”Watford is a great location for the Royal Enfield brand. We have been looking for a strong partner for a while to cover the north-west of London.
“The whole MotoGB team is delighted with the opening of Watford store and quite confident that Royal Enfield is now more accessible to a wider customer base.”
The latest Royal Enfield financial results show the Indian company to be in rude health.