Bugatti, is more of a brand known for is Supercars than its Super wares but following the successful launch of its lifestyle collection in Milan last year, this is the next major step in the French super sports car manufacturer’s brand extension strategy. The origins of the Bugatti brand lie in art and the innovative pursuit of technical excellence. Company founder Ettore Bugatti successfully combined an artistic approach with his technical concepts. He created vehicles that were ahead of their time and are now among the most valuable classic cars in the world
Last week saw the first stage in this project with the opening of the first of 30 exclusive Bugatti boutiques which are due to open in key international financial and fashion hubs over the next five years. The first destination chosen, was London’s exclusive address of Brompton Road, Knightsbridge, home to such illustrious temples of style as Harvey Nichols and Harrods.
The store and its collection reflect the identity of Bugatti. In keeping with the brand’s motto of “Art, Forme, Technique”, the store conveys Bugatti’s exceptional technical performance and the exclusive luxury of the brand. “A Bugatti is a design masterpiece and a unique work of automotive engineering. A Bugatti is synonymous with great tradition and cutting-edge modernity. This is also the image we want our boutiques to convey,” according to Ferrari.
The current Winter collection includes two main lines centred on men’s fashion: the elegant and luxurious EB – Ettore Bugatti Collection and the sports luxury Bugatti – Performance Luxury Collection featuring high-tech materials. 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.