House of Harley-Davidson expands with satellite in downtown Milwaukee
Site to open in time for 2018 riding season, 115th anniversary

By Post Staff

August 13, 2017

MILWAUKEE — House of Harley-Davidson, with locations in Milwaukee and Racine, is adding to its family of dealerships with a new location in the heart of Milwaukee’s downtown — a first for Milwaukee.

Jeff Binkert, president of House of Harley-Davidson, plans to establish a satellite dealership at 2842 S. 5th Court in Milwaukee under the main dealership in Greenfield. The site is the former Stella & Chewy’s headquarters, a complex of 48,000 square feet of space to be used for motorcycle sales and service, retail and bike storage.

“This is exciting for us as a company and for the city of Milwaukee because we are bringing the sport of motorcycling together with a destination location to serve all cycle enthusiasts in downtown, Walker’s Point, Bay View, the East Side and more,” Binkert said. “We’ll welcome bikes of all makes and models, to a location that brings the entire riding community together for the camaraderie that comes with the sport. We are grateful for the guidance and assistance from Alderman Tony Zielinski, who shares our vision for a vibrant, exciting Milwaukee.”

The site is less than 3 miles from both the Harley-Davidson Museum and the Summerfest grounds at Henry Maier Festival Park. The new location is slated to be ready for the 2018 riding season when Harley-Davidson Motor Company will invite the world to Milwaukee for its 115th Anniversary celebration.

“We’re excited that House of Harley-Davidson will add another great location here in Milwaukee, the birthplace of our great brand,” said Mike Kennedy, vice president and managing director, U.S. at Harley-Davidson. “This aligns with our strategy to focus on urban markets in the U.S., which are strategically important to us as we look to grow riders over the next decade. This new location in the city’s downtown area will support our loyal Harley-Davidson riders and provide potential new riders the opportunity to experience the Harley-Davidson brand for the first time.”

The location plans to herald its official arrival with great celebrations, such as bike nights and other motorcycle related events featuring live bands, food and beverages.

“Downtown Milwaukee is seeing tremendous residential and business growth, and we are proud to be a part of that development,” Binkert said.