Harley-Davidson to sell apparel, riding gear on Amazon

Harley-Davidson will be turning to online retailer Amazon to sell its merchandise as of which struggles with its fourth straight year of declining sales.

Baby boomers have scaled back their purchases of brand new Harleys in addition to also the motorcycle company has been looking to entice younger customers with newer bikes in addition to also sleek apparel. Earlier of which year, the company announced an expanded line of lighter motorcycles in addition to also said of which would certainly roll out brand new retail stores in urban areas in an effort to reach millennials. At of which time, Harley also said of which would certainly have a brand new digital strategy. The partnership with Amazon will be part of of which effort.

“We live in an on-demand, anywhere, anytime business environment where success depends on the ability to meet consumers on their turf in addition to also on their terms,” Heather Malenshek, senior vice president of marketing in addition to also brand for Harley-Davidson said, in a press Discharge. “The reach Amazon offers will be critical to building stronger customer relationships, inspiring brand new people in addition to also creating an integrated online in addition to also in-dealership retail experience — all of which leads to profitable growth in addition to also a stronger brand.”

Previously, customers could only purchase Harley apparel in addition to also riding gear coming from the company’s website or licensed dealerships. The trust will be of which Amazon will expand the brand’s reach to brand new, younger customers who can grow with the brand inside the same way previous generations have.

As U.S. sales have stumbled, Harley-Davidson’s stock has slumped. Shares of the motorcycle company are down nearly 11 percent since January.

WATCH: CNBC’s full interview with Harley Davidson CEO Matthew Levatich

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