Shoreline Harley-Davidson, a presence on Broadway in Long Branch for decades, is moving to a bigger store on Route 36 in West Long Branch.
The Harley dealership’s new location will be next to Kmart, said co-owner Asa Murray. who, along with his wife Sandy, purchased Shoreline about four years ago. Murray said he expects the new store will open in late March or early April.
“In order for us to be more accessible to our core customers, we decided to move to a larger location,” Murray said.
The space was formerly used by Kmart for storage. “We have totally gutted that 28,000 square feet,” Murray said. “By the time we are finished with it, you won’t even recognize it.”
The Harley dealership will have an “expansive showroom” to showcase its products, including motorcycles, helmets, apparel and other goods, as well as an area for service and parts, Murray said. There also will be a classroom for riding instruction. The new space will give Shoreline more parking too.
Murray said Long Branch “treated us very well,
“We are sorry to leave there but we just want to get to a place that is more convenient to our customers,” Murray said.
The current location on Broadway is two stories and Shoreline is unable to use all the space. “It has been divided into many different sections over the years,” Murray said. “I can’t really use all the space commercially.”
Asa and Sandy Murray also own Harley-Davidson of Ocean County in Lakewood.
So what will become of the old Shoreline building?
A proposal to replace it with a nearly 3,400-square-foot 7-Eleven convenience store is before the Long Branch Planning Board.
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