Bugatti Opens Debut Lifestyle Store in London

By Paul Joseph

World-renowned supercar makers Bugatti have become the latest luxury car brand to diversify into apparel by opening their first ever lifestyle boutique in west London.

Situated on Brompton Road in London's exclusive Knightsbridge district, the store will feature a comprehensive range of clothes and accessories, including Bugatti’s debut lifestyle collection that launched in Milan last year.

Speaking about the new opening, Wolfgang Dürheimer, President of Bugatti, said: "Of course, luxurious and exclusive 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.

"London was our first choice when deciding on a location for the boutique. The city is a key market for the [Bugatti] Veyron, and is also one of the most important international centres of fashion, design and art, which makes it an ideal location in which to showcase our luxury lifestyle brand. We go where our customers are.”

Further Bugatti boutiques are also scheduled to open in several other locations across the world over the coming years, starting with Tokyo, Dubai and Doha in 2015.

Bugatti was founded in France in 1909 by Italian-born Ettore Bugatti.

By Paul Joseph