In what could be seen as an attempt to recover from its four-year declining sales, Harley Davidson has now turned to lead e-retailer Amazon to sell its apparel. Formerly, the apparel was restricted to Harley’s official websites and authorised showrooms which will now be available on Amazon in the US.

“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, “said Heather Malenshek, senior vice president of marketing and brand for Harley-Davidson Motor Company. “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.”

The agreement with the Seattle-based company might come as a bit of a good news considering its massive reach. Hundreds and thousands of people can now buy Harley’s apparels with a two-day delivery for Prime members. Reports suggest that, with the new deal, the company is aiming at better reach among youth who can grow with the brand as the previous generations.

Model Year 2019 GAP Photography. INTERNATIONAL ONLY

Earlier this year, Harley announced the addition of four new models into its lineup which garnered plenty of attention. Among the four models, the American motorcycle maker introduced the much speculated Livewire which will be its first all-electric motorcycle. Apart from that the company also announced its first-ever Adventure motorcycle christened as the Pan America that will hit the showrooms by 2020. Other models included the future Streetfighter and a future Custom model.

Similarly last month, the company renewed selected models of the CVO, Touring and Trike line-up. Apart from that, the company also added the tenth model to its Softail lineup, FXDR-114. Mechanically, the bike carries a 1868cc Milwaukee-Eight V-twin engine that delivers 161Nm of peak torque at 3,500 rpm.