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Royal Enfield clothesline to grow with partnerships

Apr 16, 2021
Royal Enfield clothesline to grow with partnerships

Mumbai, April 16, 2021

Premium bike manufacturer Royal Enfield (RE) is planning to expand its apparel business to increase its appeal among its customers. Introduced in 2014, Royal Enfield’s clothing line has shown rapid growth, with a vast range of motorcycle safety gear, casual wear and accessories. Running on its 66th year, the brand is more than just a motorcycle manufacturer, unlike how it began in 1955. Recently, RE launched the Make it Yours customisation program for their apparel section, offering customers the option to add a personal touch to these products. 

Puneet Sood, Head Apparel Business, Royal Enfield, stated that despite significant growth lately, the company is determined to move forward with its apparel business growth. RE has collaborated with brands like Levi’s and Knox and plans on adding a dedicated women’s gear line.

Without elaborating on the specifics, Puneet Sood highlighted the company’s search for new partnerships with gear and apparel manufacturers, both domestic and international.

It is known that RE takes inspiration from Harley Davidson’s General Merchandise, their clothing brand that has clearly been a profitable venture. RE already has a vast range of tastefully designed men’s clothing and will soon be adding women’s wear to their collection.

Rough estimates suggest that half of the buyers of the RE apparel are not RE motorcycle owners, and this information is crucial to the brand, as it exhibits high brand-building value.

On its path to higher growth as a clothing brand, RE is moving fast to tie up with retail stores, allowing their products to be available beyond virtual stores. This is a smart move to increase RE’s brand visibility both on and off-road.

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