Harley-Davidson Inc (NYSE:HOG) is looking to ramp up sales of its apparel and gear. To make that happen, the company has come a knocking an Amazon’s door.
CNBC has the details.
Harley-Davidson is turning to online retailer Amazon to sell its merchandise as it struggles with its fourth straight year of declining sales.
Baby boomers have scaled back their purchases of new Harleys and the motorcycle company has been looking to entice younger customers with newer bikes and sleek apparel. Earlier this year, the company announced an expanded line of lighter motorcycles and said it would roll out new retail stores in urban areas in an effort to reach millennials. At that time, Harley also said it would have a new digital strategy. The partnership with Amazon is part of that effort.
Heather Malenshek, Harley-Davison’s SVP of marketing and brand, shared additional insight on the partnership with Amazon in a release.
“We live in an on-demand, anywhere, anytime business environment where success depends on the ability to meet consumers on their turf and on their terms,” Malenshek said. “The reach Amazon offers is critical to building stronger customer relationships, inspiring new people and creating an integrated online and in-dealership retail experience — all of which leads to profitable growth and a stronger brand.”
Harley-Davidson Inc shares were unchanged in premarket trading Tuesday. Year-to-date, HOG has declined -8.02%, versus a 10.75% rise in the benchmark S&P 500 index during the same period.