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BRIEFS
Brand profile maintenance is like painting the Golden Gate Bridge- the job is never finished. It isn ' t designed to be. If you stop, rust sets in and negative speculation quickly takes control of your balance sheet. If you think keeping your brand identity and profile alive is expensive, try cheap!- Yeldarb Nibor, 2008.
In September 2025, Royal Enfield recorded its highest-ever monthly sales, selling 124,328 motorcycles worldwide- the brand sold 86,978 bikes during the same month in 2024, representing a + 43 % increase. India accounted for 113,573 of those sales, compared to 79,325 in September 2024. Exports were 10,755 bikes shipped, up from 7,653 the year before.
The end of August saw Stark Future, " the fastest-growing Spanish company ever in history ", close a new investment round, to fund growth and continue its expansion of the model platforms. While Eicher Motors( India- Royal Enfield parent company) led the last round, this investment mainly came from the company ' s existing shareholders, along with a select group of new high-profile investors from the world of MotoGP. " We decided to close this internal investment round at a very attractive valuation in order to do it quickly while offering very competitive terms to the people that have already supported the business in previous rounds," said Anton Wass, CEO & Founder. " We managed to close it within a couple of weeks, which is a strong testament to the results our team has created. We also used this as an opportunity to invite a few selected external investors that we ' d like to have in our team;" www. starkfuture. com
France Equipement by Hoco Parts- Lyon warehouse
Hoco Parts Group has announced the opening of its fourth warehouse- operated by France Equipement, it is a multi-level facility with 7,000 m 2 capacity based in Lyon, France. The warehouse is planned to be
Michaël Thimoleon, Sales Manager of France Equipement by Hoco Parts
operational before the start of the 2026 season. Following the acquisition of France Equipement a year ago, " the group is underlining its position as one of the strongest logistics platforms in the European motorcycle industry," said Arno van de Glind, Managing Director of Hoco Parts Group. " By aligning the distribution power of Hoco Parts, Motorcycle Storehouse, and France Equipement, the group has realised a coordinated and efficient logistics platform that enables its 500 + brand portfolio to be delivered across the continent within 24 hours. For suppliers and manufacturers, it means a single, powerful route to market; for dealers, it means speed, availability, and reliability they can count on. Supporting the growing network there are strategically located satellite offices in the UK, France, The Netherlands, Belgium, and Germany with dedicated, experienced representatives and multilingual inside sales professionals. " This unique combination of local presence, regular field visits, and multiple largescale logistics ensures that partners and dealers receive both speed of service and personalized support, no matter where they operate." Michaël Thimoleon, Sales Manager of France Equipement by Hoco Parts told IDN: " This expansion strengthens our logistics framework and demonstrates our commitment to serving the French motorcycle industry with the best infrastructure possible. With over 22,000 m 2 of group warehousing and strategically placed hubs across the continent, we now operate one of the most powerful distribution networks in the industry, ensuring we continue to be the partner of choice for manufacturers, suppliers, and dealers alike." In additional news, Motorcycle Storehouse, one of Europe ' s leading V- twin and custom parts distributors has announced a strategic rebrand to ' Motorcycle Storehouse by Hoco Parts '- " marking a next chapter in the continued growth and evolution of both companies ". This collaboration marks much more
than just a name change. By joining forces under an endorsed identity, Motorcycle Storehouse and Hoco Parts [ both owned by PDG- Powersports Distribution Group ] " are leveraging their combined brand equity to create stronger, more collaborative partnerships with manufacturers and suppliers- with one network, and a clear goal of being the best in service, assortment, and reach for every motorcycle business, in Europe, from Metric to Custom," said Arno van de Glind, Managing Director of Hoco Parts Group. www. hocoparts. com www. franceequipement. com motorcyclestorehouse. com