Royal Enfield has partnered with Urban Rider to launch a new flagship store in Chelsea, one of the most exclusive parts of London.

As the oldest motorcycle brand in continuous production, Royal Enfield is one of the most recognisable names in the automotive space and has produced bikes since 1901. Since 1955, manufacturing has taken place in India, contributing to the growth of two-wheeled vehicles there and further facilities have been established in Nepal, Brazil, Thailand, Argentina and Colombia, as well as a technical centre in Bruntingthorpe, UK. The brand is currently operating in 60 countries around the globe and the new collaboration with Urban Rider is a landmark moment for the British brand on home soil.

For the past 15 years, Urban Rider has specialised in providing riding gear from over 50 brands from the premises in New Kings Road. It will now incorporate Royal Enfield, giving it a dedicated space to showcase its full range. With a location in the heart of the city, the brand’s urban range will be given more prominence as the 350 and 650 twin ranges offer a better riding experience on London’s roads.

Every aspect of the customer experience will be taken care of, from choosing which model to test ride to selecting custom parts. There’s also a dedicated on-site workshop which offers servicing and access to a digital configurator and the expertise of mechanic Max Vanoni.

Says Will Starritt, Co-Founder of Urban Rider, “Urban Rider partnering with Royal Enfield feels like a really natural fit, since we both the share the ethos of celebrating the love of riding. Over the last 15 years Urban Rider has attracted people who value riding for the simple pleasure and joy it brings; often the destination isn't as important as the journey itself. Even a daily commute can be fun on the right motorcycle. Also sharing a ride with others and being part of a local community of motorcyclists brings huge enjoyment.

Royal Enfield has a focus on mid-capacity engine motorcycles and that results in a motorcycle you can ride to its limits. Their bikes are also designed to be customised easily and sit at a price point that allows for additional customisation. We look forward to bringing the Royal Enfield experience to the heart of the capital.”

Events and rides will take part throughout the year from the Chelsea store as part of the nationwide Royal Enfield Club Europe (RCE) programme and if you don’t yet have your license, training will be offered in partnership with central London training school Off the Kerb. Lead group rideouts will take place from the store with anyone free to join.

George Cheeseman, Country Manager UK commented, saying: “This is just the beginning for Royal Enfield Chelsea; we will be working hard to provide a lively calendar of events and activities from this flagship store, which will celebrate the sheer joy of Pure Motorcycling.”

Royal Enfield Chelsea officially opens on Saturday, 14th October at 51 New King’s Road, Chelsea, SW6 4SE

Words: Mike Booth
Picture: Royal Enfield