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Helmet brand Steelbird plans to open a chain of around 200 concept stores called "Riderz Shop" in the next 1 year across India offering motorcycle riding gears and accessories like helmets, bikers suits, jackets, gloves, and sun glasses. Spread over 250-550 sq.ft., the stores will be opened in Delhi, Mumbai, Chandigarh, Jaipur, Lucknow, Ahmadabad, Indore, Bangalore, Chennai, and Kolkata.
The brand has opened its first outlet in Delhi at Karol Bagh. A "carbon fiber" helmet priced at Rs 13,000 was also unveiled at the store launch. Steelbird plans to open 8-10 stores in Delhi in the next couple of months.
Commenting on the initiative, Rajeev Kapur, Managing Director, Steelbird Helmets, said: “By launching Riderz Shop in India our objective is to provide quality riding gears with huge products range at the door steps of the people. To begin with we are selling Steelbird‘s exclusive range of helmets, pannier boxes, biker gloves, shoes, jackets, goggles and other allied products. We shall keep introducing new and Hi-tech biking gears in due course of time in these shops. In next 1 year, we intend to open around 200 Riderz Shops across pan India, our target markets are all metro and A class cities where biking is a passion, more than commuting.”
Kapur further added that although Steelbird is already present in multi-brand stores, the brand decided to enter the direct marketing retail model as the retailers in multi-brand stores are ‘quick sellers’ who cannot spend qualitative time, giving the desired information about the products. “These products are not just commodities. Our idea is to put an array of products in the store and let the consumer have the experience and know about the new innovative range of biking gears to make their biking experience safe and stylish,” he said.