Bugatti Mixes Tech, High Fashion in New London 'Lifestyle Boutique'

Nov 12, 2014 04:10 PM EST | Jordan Ecarma

French automaker Bugatti is launching its first "lifestyle boutique" today in London as the company looks to branch out into fashion and other designer offerings.

As a key market for the Bugatti Veyron and a center for fashion and art, London was the company's first choice for the debut boutique, which is a precursor to as many as 30 such stores slated to open in the next five years.

"Bugatti is not only synonymous with state-of-the-art technology and stunning performance in the automotive sector, but also with a unique lifestyle in keeping with the artistic roots of the Bugatti family," Wolfgang Dürheimer, president of Bugatti Automobiles S.A.S., said in a statement. "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."

The boutique's design reflects the carmaker's Veyron model, using aluminum, wood, glass and carbon--materials found in the supercar--along with leather and marble.

Bugatti is offering a fall and winter collection in men's fashion under two lines: the "EB: Ettore Bugatti Collection" and the "Bugatti: Performance Luxury Collection," a sporty line that features "high-tech" materials.

The supercar manufacturer next plans to bring boutiques to Tokyo, Dubai and Doha, while locations in Paris and Milan will follow. Bugatti stores should begin coming to the U.S. starting in 2016.

The company wants these new lifestyle boutiques to reflect the brand's marriage of superior technical performance and one-of-a-kind luxury.

"A Bugatti is a design masterpiece and a unique work of automotive engineering," said Massimiliano Ferrari, who is CEO of Bugatti International and heading the Brand Lifestyle division. "A Bugatti is synonymous with great tradition and cutting-edge modernity. This is also the image we want our boutiques to convey."

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