Bugatti has inaugurated its first lifestyle boutique in London and plans to build up to 30 exclusive stores worldwide over the next five years.
Themed around the concept of “The Blue of London”, the boutique is a flagship project for the brand’s retail and store division. Located on Brompton Road in the exclusive Knightsbridge district, the store is aimed both at Bugatti owners and fans. London was chosen for the first store because the city is a key market for the Veyron and is also a major international center for fashion, design and art.
“Of course, luxurious and exclusive super sports cars will remain our core business, but we intend to transfer the brand’s huge appeal into areas of life beyond the automotive sector. Our lifestyle collection was a successful first step, which paved the way for our first boutique,” Bugatti president Wolfgang Dürheimer explained the move.
Bugatti’s lifestyle collection will be the centerpiece of the store, with the current autumn/winter collection including two main lines centered on men’s fashion: the elegant and luxurious EB – Ettore Bugatti Collection and the sports luxury Bugatti – Performance Luxury Collection.
In addition to these two lines, Bugatti also offers a Tailor Made / Bespoke range exclusively for Bugatti customers, along with limited-edition capsule collections, such as the recent Bugatti Legends collection. While the lifestyle collection has so far focused on clothing and accessories, designer items will also follow at a later date.
New stores will open next year in Tokyo, Dubai and Doha, with other boutiques set to follow in Paris and Milan. Bugatti plans to open its first stores in the United States from 2016 onwards.
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