Posted on Jun 11,2015 in Official Launch

Royal Enfield Launch » UAE

Royal Enfield, the oldest motorcycling company in continuous production today, opened its first exclusive store in Dubai. The company also showcased its new range of motorcycle apparel and accessories inspired by dispatch riders of the World Wars.


Inspired by the kit that the dispatch riders rode in, Royal Enfield’s new collection pays homage to these riders with a range of gear that blends the heritage look and classic materials with modern cuts and fit. A palette of browns, greens, olive, tan and blues is paired with classic regimental detailing – epaulettes, plackets and gorgets. Fabrics such as leather, twill and canvas have been chosen for their utility.


Launching the new range of gear, Mr. Rudratej Singh, President Royal Enfield said, “Our new collection celebrates Royal Enfield’s history and in particular our association with the armed forces. It revives the intrepid spirit of the battlefield and exemplifies Enfield hallmarks: craftsmanship, durability and detail. The collection includes a full range of urban protection gear such as moto-pants that have articulation on the knee, textile jackets equipped with armoured pockets and shoes with ankle guards and toe-shifters. This is a heritage collection is now being retailed from our first exclusive store in Dubai and the collection will keep evolving over time. We believe that with our offering of purpose built, meticulously detailed and well-crafted motorcycle gear, our riders will have a more enjoyable motorcycling experience”.


For this collection, Royal Enfield has used classic materials such as wax-cotton, which made fabrics water resistant. There are signature design motifs such as hexa-quilt detailing is inspired by the nuts and bolts of the motorcycle. Knits in various weights and innovative combinations play a significant role in the look that is essentially layered but works well even as separates, both on and off the motorcycle. The additional outwear items include over-shirts, t-shirts, denim trousers with articulated knee-patches, and water-resistant canvas bags. Finally, belts, wallets and shoes in pure leather – crafted using traditional techniques while retaining a contemporary disposition – complete the collection. Shoes come with ankle guards and toe shifters that serve both design and functional needs.


Located at Al Qouz Industrial Area 4, Dubai, the 1924 sq.ft full service store is designed as per Royal Enfield’s brand new retail format that showcases the brand’s philosophy of “Pure Motorcycling” in every aspect of the Royal Enfield ownership experience. The décor has been inspired by a motorcycle enthusiast’s living room. The store features an interesting visual merchandising format and innovative product displays, which include the use of bits and bobs from Royal Enfield motorcycles and photo frames that speak of the Royal Enfield heritage.


From the first exclusive store in Dubai, Royal Enfield will be retailing the Continental GT 535cc café racer; it’s offering the cruiser segment – the Rumbler that is built to the needs of the long distance rider available in 500cc and 350cc; the retro street model Classic with its post war, classic styling it has a timeless appeal has also been introduced in 500cc and 350cc variants and the oldest motorcycle in continuous production Bullet – available in 500cc and 350cc variants.

We were glad to cater for this fine occasion. Held from 4PM-7PM, the event witnessed numerous familiar faces in addition to Royal Enfield enthusiasts and high-ranking personnel who flew down from India just to be part of the event. Bikers Cafe were up to speed assisting the guests, and serving them with delicacies like chicken satay, shrimp balls and more.


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