We’ve seen repeat apparel, gear purchases from non-Royal Enfield riders: CCO, Royal Enfield

In image: Yadvinder Singh Guleria, CCO, Royal Enfield.

Royal Enfield has launched its second exclusive apparel store in India. Following the earlier launch of its inaugural store in Pune, the latest addition is located at the AIPL Joy Central Mall, Gurugram, Sector 65.
Royal Enfield’s foray into the apparel segment began in 2014, and over the past decade, the brand has continually evolved. “When we started our apparel thing, it was 2014. And over the years, now it’s the 10th year. There’s a lot of learning which we have got. One of the biggest learnings was, after we improved on our fabrics, the design, a very motorcycling-like kind of designing, has come. The acceptance of the apparel range, as well as the ride gear, has gone beyond only the Royal Enfield riders,” said Yadvinder Singh Guleria, CCO, Royal Enfield.
Moreover, the company’s apparel range has garnered interest from a broader audience, including non-motorcycle owners. Guleria elaborated, “We could see even repeat purchases. Even if they are not Royal Enfield riders. Still, they are buying the stuff out of it.”

This trend prompted Royal Enfield to venture into exclusive apparel stores that go beyond dealerships. “When we did the profiling of such buyers, it was very clear: there are many non-Royal Enfield customers buying our stuff. So why don’t we reach out to them in terms of a physical store, in a space where I am not pushing our bikes?” he added.

The Gurugram store is the brand’s second exclusive apparel outlet, following the launch of its Pune store. “This location, just next to the junction, opposite eateries and coffee shops, is very happening. Whether bikers or car drivers park, our store’s visibility directly communicates with them,” Guleria said.
The store features a wide range of riding gear tailored to varying weather conditions and riding styles. Products include riding jackets such as the Nirvik V2, Crossroader, and Streetwind Eco 2, along with helmets, gloves, and shoes. The apparel collection also includes shirts, t-shirts, trousers, bags, and more, catering to both men and women. Notably, the brand’s commitment to sustainability is evident in its jackets made from 75 recycled PET bottles.

One of the key objectives of the exclusive stores is educating riders about safety and functionality. “The biggest advantage of this type of exclusive store is identifying needs. For instance, if you drive a Himalayan, you need an adventure helmet, not an open-face helmet. We guide customers to choose the right product,” Guleria explained.
The brand’s efforts to penetrate tier-2 and tier-3 cities also highlight the importance of awareness. “In tier-2 and tier-3 towns, customers’ awareness is not the same. When we deployed specialized manpower in those areas, we saw a big jump in riding gear sales,” he said. Trained staff ensure that customers in these regions are introduced to the right products tailored to their needs.
When asked about the rising competition and strategies to compete with multi-brand stores, he said “It’s not about competition. We are very clear about our philosophy. Royal Enfield strongly believes in its DNA: authenticity, long heritage, legacy. Also, staying relevant to the motorcycling community. If we dilute anything, we are not Royal Enfield.”