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Royal Enfield UK has launched Royal Enfield Chelsea as a joint venture with Urban Rider, providing a brand-new flagship store at an iconic location on the New Kings Road.

Urban Rider has specialised in riding gear for the motorcycling market for the past 15 years, establishing a destination for motorcycling enthusiasts at their New Kings Road store.

Royal Enfield London

The premises will now incorporate Royal Enfield Chelsea, a dedicated Royal Enfield showroom, stocking the full range of RE motorcycles. Given the central London location, a natural spotlight will shine on the urban models: the 350 range including the nippy HNTR; the classically styled Classic; the retro Bullet and the laidback cruiser Meteor; as well as the 650 twin range and Himalayan and Scram 411s.

Royal Enfield Chelsea is designed to engage the customer with every aspect of motorcycling, from the interactive showroom where customers can select a model for a test ride; the dedicated lounge area housing a large range of custom parts, Royal Enfield genuine motorcycle accessories and luggage along with relaxed seating so riders can meet, grab a coffee on-site before heading out on a ride. An on-site workshop offers servicing, and riders can build their dream bike using tools such as a digital configurator whilst consulting with master mechanic Max Vanoni.

The Royal Enfield spaces sit alongside Urban Rider’s riding gear showroom which offers over 50 brands.

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