Triumph motorcycle dealership to open on Sun King’s downtown campus

A Triumph motorcycle dealership, Triumph Indianapolis, will open in January in a 4,500-square-foot space at Sun King Brewery’s downtown campus at 135 N. College Ave.

Sun King occupies the block east of College Avenue between Ohio and Market streets, which is part of the Cole Noble neighborhood. Triumph Indianapolis will occupy a portion of a building on the corner of College Avenue and Market Street, southwest of Sun King’s brewery and tap room.

Sun King had previously used part of the space as a maintenance facility, and an armored-car company also leased space there as a vehicle-maintenance shop. When the armored-car company moved out in September, Sun King searched for a new tenant who could complement the brewery’s operations.

“We wanted to look for somebody who would bring a different crowd who maybe had not experienced Sun King,” said Clay Robinson, Sun King’s co-founder and CEO.

The hope, Robinson said, is that some of Sun King’s customers will also become Triumph customers, and vice versa.

Triumph Indianapolis also was appealing, Robinson said, because it has the potential to bring people to the Sun King campus at times when it is not typically as busy. Robinson said thousands of people visit Sun King in a typical week, with weekends being the busiest.

For his part, Triumph Indianapolis President Paul Warrenfelt said he liked the fact that Sun King is a destination location. Warrenfelt is the majority owner in the venture, which also has seven other investors.

Warrenfelt also said the demographics in that part of town—an emerging number of 20- and 30-somethings with disposable income—are appealing.

“The vibe in that neighborhood, the Cole Noble neighborhood and surrounding neighborhoods, it’s exactly what we’re looking for,” Warrenfelt said. “We’re going to focus on that younger age group.”

The dealership will be the only one in the state to sell Triumphs exclusively. Triumph Indianapolis will also sell Triumph parts, accessories and clothing and offer a service department and an in-store coffee shop operated by a yet-unnamed local vendor. Warrenfelt said he’s still working on who that vendor will be.

Warrenfelt said Triumph Indianapolis will be considered a flagship dealership because it will sell Triumph products exclusively. About 90 percent of Triumph dealers also sell other brands of motorcycles, he said.

Warrenfelt, 64, said he decided to open a dealership after retiring from a career in information technology.

Based in Hinckley, England, Triumph was established in 1902.

Please enable JavaScript to view this content.

Editor's note: IBJ is now using a new comment system. Your Disqus account will no longer work on the IBJ site. Instead, you can leave a comment on stories by signing in to your IBJ account. If you have not registered, please sign up for a free account now. Past comments are not currently showing up on stories, but they will be added in the coming weeks. Please note our updated comment policy that will govern how comments are moderated.

2 thoughts on “Triumph motorcycle dealership to open on Sun King’s downtown campus