House of Harley to add new site

Location will be on city’s south side

House of Harley-Davidson, a Harley dealership with stores in suburban Milwaukee and Racine, said Monday it plans to add a new location on Milwaukee’s south side.

Jeff Binkert, president of House of Harley-Davidson, said the site at 2842 S. 5th Court would be a “satellite” retail location to its main dealership in Greenfield.

The site is the former Stella & Chewy’s pet food headquarters, with 48,000 square feet that will be used for motorcycle sales and service, retail and bike storage, the company said.

“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 in a statement. “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.”

House of Harley-Davidson noted the new site is less than 3 miles from both the Harley-Davidson Museum and the Summerfest grounds at Henry Maier Festival Park.

The new south side location is scheduled to be ready for the 2018 riding season when Harley-Davidson Motor Co. will invite the world to Milwaukee for its 115th anniversary celebration, House of Harley said.

“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.”

The location is expected to host 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.