Royal Enfield, the oldest motorcycle brand in the world still in production, opened its first shop in London on 13 May, marking a major milestone in the history of the brand, Retail Times reported.
The store is located on Poyser Street, East London, and is the company’s first outlet outside India. The originally British, but now India-based, brand considers the UK its “spiritual” home.
The dealership will offer the company’s full range of bikes, such as its brand new Continental GT, as well as the Classic and Bullet 500 models. Fans of the brand in London will also have the chance to choose from Royal Enfield’s complete range of accessories and apparel, including helmets, trousers, jackets, pit shirts, buffs, gloves and goggles. In addition, an automated workshop with professional technicians will supply spare parts for each of the brand’s models.
The store’s opening was timed to coincide with the 50th anniversary of the brand’s first-ever 24-hour “Top to Tip” sprint ride, which in 1964 marked the launch of the company’s first Continental GT bike. Royal Enfield gathered celebrities and bike enthusiasts to celebrate the event, giving them the chance to ride the company’s bikes on a 24-hour ride from John O’Groats to Land’s End on 10 May. The ride supported social charity organisation Riders for Health.
The charity, which supports ambulances on four and two wheels that deliver health care and support in seven countries in Africa, was backed by Royal Enfield through an auction for a place on the sprint ride. The brand will also donate a motorcycle used during the ride, which the charity will be able to use to raise more funds.
