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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