Milwaukee may be known for its Harley-Davidson Motorcycles, but there is a new ride in town. Royal Enfield, a division of India-based Eicher Motors Ltd., has just opened its first company-owned U.S. dealership and North American headquarters in Milwaukee’s Third Ward district. The new space is meant to be part of a greater push to move the 115-year-old motorcycle company into the U.S. market. Local management worked with Milwaukee-based Ener-Con developers, who own the building, to lay out the space for both sales and office.
The new store and headquarters in located on the first floor of the historic four-story Mitchell Leather building. The building is distinctly Milwaukee and is constructed out of the light-colored Cream City bricks that were once manufactured in the city. These bricks are featured in the showroom by way of exposed walls and a simple material palette for the space. A polished concrete floor gives the feel of a clean garage filled with the classically designed Royal Enfield motorcycles. Motorcycle parts are both for sale and used to adorn the space, including a striking chandelier made out of Royal Enfield headlights.
Royal Enfield North America
226 North Water Street