https://www.cnbc.com/2018/10/01/harley-davidson-to-sell-apparel-riding-gear-on-amazon.html

Harley-Davidson is turning to online retailer Amazon to sell its merchandise as it struggles with its fourth straight year of declining sales.

Baby boomers have scaled back their purchases of new Harleys and the motorcycle company has been looking to entice younger customers with newer bikes and sleek apparel. Earlier this year, the company announced an expanded line of lighter motorcycles and said it would roll out new retail stores in urban areas in an effort to reach millennials. At that time, Harley also said it would have a new digital strategy. The partnership with Amazon is part of that effort.