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Team-BHP – Harley-Davidson to Open Brand Stores Selling Merchandise in India

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Harley-Davidson is set to debut brand stores in India.

This initiative appears to be a strategic move to leverage the Harley-Davidson brand, as the announcement highlights their merchandise prominently.

Quote:

American motorcycle giant Harley-Davidson is gearing up to enhance its presence in India by establishing brand stores in major metropolitan areas, while also aiming to boost exports to the US and Europe. This initiative comes in the wake of US President Donald Trump expressing concerns regarding the duty on imported Harley motorcycles, arguing that a recent reduction in import duty (to 50%) is inadequate.

Quote:

The company is actively seeking partnerships to facilitate this retail growth and plans to launch with 12 stores in urban centers like Mumbai, Delhi, Bengaluru, and Chennai. “We intend to establish many more such stores.” Currently, Harley offers specific merchandise in its motorcycle outlets, targeting enthusiasts with high-impact branding.

Quote Source: Times of India

This is a promising strategy. Royal Enfield has had success with their merchandise sales for quite some time, with some stores situated in shopping malls.

Harley-Davidson could adopt a similar approach to market their merchandise while enhancing brand visibility.

However, I am unsure about the quality of their products, as my experience has mostly been limited to smaller items like caps received as gifts. I believe their helmets are rebranded HJC products.

Harley-Davidson’s merchandise is renowned for its high quality and durability, often lasting for years despite tough usage.

That being said, it tends to come with a hefty price tag due to the official “Harley-Davidson” branding.

There are alternatives available that offer comparable quality at much lower prices—though lacking the Harley logo.

Harley-Davidson generates approximately $262 million annually from merchandise sales – link. For iconic brands like Harley, merchandise sales serve as both a lucrative endeavor and a means for brand enhancement, similar to the case with Ferrari merchandise.

Harley India is emulating Royal Enfield, which itself took cues from Harley USA. Royal Enfield features excellent standalone merchandise stores, including one in Bandra where I’ve made some purchases.

This venture will likely succeed. The brand has strong appeal, and their quality is unmatched. Profitability at the store level is a given.

Currently, they retail merchandise through their motorcycle outlets. They offer a wide selection of items including t-shirts, helmets, decals, jackets, and safety gear. However, these come at high prices. I once paid 700 INR for a small sticker for my Royal Enfield three years ago. Although I eventually removed it for aesthetic reasons, the quality was exceptional.

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