House of Harley-Davidson announced today that it will open a retail location near Bay View, adding to its dealerships in Greenfield and Racine.

According to Jeff Binkert, president of House of Harley-Davidson, the dealership will open in spring of 2018 at 2842 S. 5th Ct. at the former Stella & Chewy’s pet food supplies headquarters. The 48,000-square foot site will 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’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."