Almost all exotic car makers these days have a hand in the fashion industry and the lucrative business of branded merchandise. After years of losing money on every car they sold, Bugatti’s brass decided they should try this thing in hope of making some dosh, hence the launch of Bugatti Lifestyle Boutique.

The first of a series of Bugatti Lifestyle Boutique outlets is now officially open for business in Knightsbridge, London. The store was launched with a lavish, star-studded party, attended by oscar winner Adrien Brody. Other relatively big names joining Wolfgang Dürheimer, the President of Bugatti Automobiles in the opening ceremony on the “Blue Carpet” included Ed Stoppard, Genevieve Gaunt, Ben Bailey Smith, Delilah, Henry Holland and Patrick Grant.

Also present on the Blue Carpet were an original 1920’s Bugatti and a modern Bugatti Veyron, both in blue, complementing the models standing next to them in official Bugatti-branded clothes, and accenting off the store itself which has a Bugatti horseshoe logo for a door, and brown leather wall paneling. As with their cars, Bugatti Lifestyle Boutique will offer truly bespoke and tailor-made products.

Wolfgang Dürheimer said: “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.” He went on to say “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.”