Royal Enfield has been witnessing significant growth in its apparel business ever since it incepted in 2014 with a vast line-up of bike safety gear, casual wear and accessories.
Now, stepping ahead, the brand has introduced a customisation programme in its apparel business called –Make it Yours– which allows customers to personalise the products.
Puneet Sood, Head of Apparel Business, Royal Enfield told AutoCar India that the company intends to keep the growth going after the momentum has been significant off late. The brand has seen various tie-ups with companies such as Levi’s and Knox.
One of the key strategies Royal Enfield is following to expand its apparel business is formation of strategic alliances with dedicated gear manufacturers. “Before the Knox agreement, Royal Enfield offered a riding jacket-pant set co-developed with Dutch riding gear manufacturer, Rev’it. The company also uses D3O (another British brand) armour in some of its jackets, and their current helmet line up is manufactured by Indian companies like Steelbird, Vega and Studds,” reports AutoCar India.
With the growing apparel business, the focus of Royal Enfield on manufacturing and sourcing is also increasing. The brand is outsourcing its apparel production, while the designs are all in-house.
Puneet further informed that the company is open to more partnerships with gear and apparel manufacturers, both based in India and in overseas markets. Further expansion is projected to be in the women’s segment and the Make It Yours customisation programme.