Royal Enfield kicked off the launch of its first exclusive store in Manila with a night of bikes, blues and beer.
Biker clubs and bike builders came in full support last June 25 as the world’s oldest motorcycle brand opened its first concept store and showroom in the Philippines. The Royal Enfield brand has been under the distribution for a few years now under Hardcore Brothers Custom Motorcycles, Inc.
The showroom and concept store now sports a bigger and better look, reflecting the brand’s growth strategy in South East Asia to lead and expand the global mid-sized motorcycle segment (250-750cc). Designed as a motorcycle rider’s dream living room, the 972 sq.ft store provides an immersive retail experience. Classic, timeless and well-crafted, the Royal Enfield’s store in Manila epitomizes the brand’s rich history and it’s philosophy of “Pure Motorcycling.”
By the entrance is an art installation featuring a deconstructed Royal Enfield Continental GT showing the key pieces of the bike and frame. One framed wall features photos that showcase the brand’s rich history. Various models of the motorcycles are on display, including the Classic, Bullet, Rumbler and Contintenal GT, giving visitors a firsthand look at the classic style and powerful machines.
Royal Enfield also retails it latest range of motorcycle apparel and accessories. From cool shirts and jackets that embody the classic motorcycling lifestyle, to helmets, gloves, belts and multipurpose headgear, everything in the store is well-designed for the Royal Enfield rider.
“The space has been designed not just as a point of purchase but as a meeting point for enthusiasts and for conversations around motorcycling. The store will be retailing the full range of Royal Enfield motorcycles and gear and will be great starting point for them to experience the brand,” said Arun Gopal, Head International Business of Royal Enfield.
The Royal Enfield has grown steadily from being “practically an unknown player to becoming an aspirational brand” just four years after it was introduced in the Philippines, according to Jimmy L Barinaga, President & CEO Hardcore Brothers Custom Motorcycles Inc.
“The timing is perfect for us to become a more meaningful player in this underserved mid-sized segment where we are providing customers with a differentiated motorcycling experience with our products. With Royal Enfield’s apparel and accessories, we will be able to provide motorcycling enthusiasts with a complete leisure motorcycling lifestyle in the country,” added Barinaga.
PRICE RANGE: (SRP)
- Royal Enfield Bullet – Php 295,000 (500cc) and Php 151,500 (350cc)
- Royal Enfield Classic – Php 313,000 (500cc) and Php 196,500 (350cc)
- Royal Enfield Rumbler 500 – Php 353,500
- Royal Enfield Continental GT 535cc Café Racer – Php 353,500
Posing with a Demo unit of Royal Enfield Classic 350 during a test ride
The Royal Enfield Showroom and Concept store is located at 7462 Bagtikan Street, San Antonio Village, Makati City, Metro Manila. For more information, visit http://royalenfield.com/ph/manila
Additional photos courtesy of Royal Enfield Philippines