Will London Embrace the Bugatti Lifestyle?

Everyone wants a lifestyle brand.

Lots of people, even relatively rich ones, still can’t afford a Bugatti Veyron. A Bugatti leather jacket? That’s a bargain at four figures. 

If you’re nodding your head, make tracks for the world’s first Bugatti lifestyle boutique, which opens this week in London’s posh Knightsbridge neighborhood. It’s the debut brick and mortar outlet for the legendary marque’s lifestyle collection, unveiled at Milan fashion week last year, which encompasses everything from leather bags to bespoke suits. What it isn’t is subtle. A 10-ft. high aluminum version of iconic Bugatti front grille crowning the entrance.

Seasonal offerings come from two main menswear lines: the signature "Ettore Bugatti Collection" for higher end goods and the sports-minded "Performance Luxury Collection" focused on high-tech materials, each with dedicated spaces in the marble, wood, carbon, glass and leather lined store. Lest actual Bugatti owners feel put out that anyone walking in from the street can deck themselves out in Bugatti blue, a "Tailor Made / Bespoke" range is on offer exclusively for Bugatti owners. Considering only 400 Veyrons have sold worldwide, that’s a pretty niche market. Don’t be surprised if you see the likes of Floyd Mayweather, Flo Rida or Drake suiting up.

In addition, there are capsule collections, like the Bugatti Legends collection designed in homage to a limited edition run of Veyrons of the same name. Why London? “The city is a key market for the Veyron, and is also one of the most important international centers of fashion, design and art,” according to Wolfgang Dürheimer, President of Bugatti Automobiles. His company plans to open up 30 more boutiques around the globe over the next five years. Tokyo, Dubai and Doha will be next, followed by Paris and Milan. The U.S. won’t have one until 2016, but there are plenty of direct flights to England.