Luxury auto brands are increasingly extending their brands beyond their vehicles. The latest such brand is Bugatti, which recently unveiled an exclusive apparel and accessories collection.
The new Bugatti collection will consist of two lines, Ettore Bugatti Line and Extreme Performance Line, complemented by a Bespoke Programme only for Bugatti customers. A global retail network of 35 exclusive boutiques will be established over the next five years.
“Bugatti not only stands for benchmark technology and breath-taking performance, but also for art, design and a sophisticated lifestyle,” says Dr. Wolfgang Schreiber, President of Bugatti Automobiles. “This new lifestyle collection represents the DNA of our brand, and creates the opportunity to transport the aura and myth of this automotive icon into other aspects of life beyond the automobile. Through the growth of our retail network in the future we will be able to even more increase the worldwide visibility of our brand and its values ‘Art, Forme, Technique’.”
Bugatti’s new lifestyle collection will feature two main lines dedicated predominantly to men: The Ettore Bugatti line and Extreme Performance line. In addition to these two lines there will be a Tailor Made / Bespoke programme, which will be available exclusively to Bugatti customers.
Bugatti will start in its major markets with exclusive single-brand boutiques, flagship stores and shop-in-shops in the finest department stores, all centered around a striking new retail concept. The retail project also involves prestigious partners, including premium brands in the luxury sector such as Parmigiani Fleurier Swiss watches and Lalique.
