Flagship Urban store for Enfield

The King’s Road might not be as trendy as it once was, since Chelsea and Fulham were all bought up by rich Middle Eastern and Chinese investors. But it still has a touch of magic, making it a top spot for a flagship retail store.

And now Royal Enfield has just opened a new London outlet on New King’s Road, in association with Urban Rider. The store will offer the full range of Royal Enfield bikes, together with used machines, full workshop facilities, and a riding gear showroom with more than 50 brands of kit on offer. The store is also operating a partnership with Off the Kerb, a central London motorcycle training school, so customers can book motorcycle training directly from the store.

Will Starritt, co-founder of Urban Rider, said, “Partnering with Royal Enfield feels like a really natural fit since we both share the ethos of celebrating the love of riding. Over the last 15 years, Urban Rider has attracted people who value riding for the simple pleasure and joy it brings; often, the destination isn’t as important as the journey itself. Even a daily commute can be fun on the right motorcycle. We look forward to bringing the Royal Enfield experience to the heart of the capital.”

George Cheeseman, Royal Enfield UK country manager, added, “We are so excited to be partnering with Urban Rider – bringing together two brands whose common ethos is to celebrate the joy of the motorcycling lifestyle. We aim to bring the Royal Enfield experience to as many customers as possible. Urban Rider’s iconic location in the heart of Chelsea, with its interactive spaces, provides a true lifestyle experience to more customers than ever.

“This is just the beginning for Royal Enfield Chelsea; we will be working hard to provide a lively calendar of events and activities from this flagship store, which will celebrate the sheer joy of pure motorcycling.”