Royal Enfield opens 1st exclusive brand store in Melbourne, Australia


Royal Enfield inaugurated its first exclusive brand store in Melbourne at 28 Cremorne St, Cremorne, Victoria 3121,  as a part of its growth strategy in Australia.

Royal Enfield motorcycle range available in Australia includes the iconic Bullet 500, the retro-street models – Classic 500 and 350cc + Classic Chrome 500cc, the Continental GT cafe racer 535cc, and the recently launched Himalayan 410cc – a motorcycle purpose-built for adventure and touring.

About the Store


Royal Enfield’s first exclusive store in Australia in Melbourne is a dealership by Mid Life Cycles.

The Melbourne store also follows this global retail identity and we are confident that it will set new benchmarks in motorcycle retail in Australia.

The store spread over 1655 square feet creates an ambience of motorcycle enthusiast’s living room by featuring an interesting visual merchandising format, comfortable sitting spots in several corners, and innovative product displays, which include a wall display of a stripped down Continental GT showcasing the bike’s internals and frame.

The store will house not only Royal Enfield’s motorcycle range, but also its complete range of apparels and accessories, that includes purpose-built protective riding gear and moto inspired urban protection gear.

The store has been designed not just as a point of purchase but also a meeting point for enthusiasts to have conversations around motorcycling. The Royal Enfield store in Melbourne is a full-service dealership that is equipped with service and aftermarket capabilities as well.

Royal Enfield in Australia & New Zealand


Royal Enfield has been working tirelessly with Urban Moto Imports as its distributor in the country since 2015, to bring a differentiated experience for motorcycle enthusiast in the region.

Royal Enfield has decent presence in Australia & New Zealand with over 26 dealers in Australia and 6 dealers in New Zealand.

The iconic motorcycle brand of British origin has its roots dating back to 1901 in Redditch, England. With over 50% year-on-year growth in the last five years, Royal Enfield is becoming one of the leading players in the mid-size motorcycle category worldwide.

In 2015, Royal Enfield sold more than 450,000 motorcycles worldwide and plans to double its production by FY end 2018, to 900,000 motorcycles.


Speaking at the occasion Rudratej (Rudy) Singh, President Royal Enfield said,

“Australia represents one of the most important matured markets for Royal Enfield and we are already witnessing an upward growth in the market, a testimony to which is the 63% growth we have received in the first three quarters of 2016, compared to same period last year. This growth will be fuelled by our close proximity to the customer through over 25 dealerships across the country, this exclusive brand store and our evocative product range, available at accessible price points that will appeal to motorcycling enthusiasts. We are looking at key cities in Australia to expand our distribution network, in addition to a strong aftermarket network and infrastructure to ensure full service support to our customers in the region.”

Customers and motorcycle enthusiasts can now experience 115 years of legacy through its complete range of motorcycles, apparel and accessories, all available under one roof at Royal Enfield’s first concept store in the country, as a part of its new retail format showcasing its brand philosophy of “Pure Motorcycling” in every aspect of the Royal Enfield ownership experience.

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