bugatti: From coats to lifestyle brand

It all began with the phone book in the the fashion capital of Milan: Klaus Jürgen Möller, who at that time was head of marketing for Brinkmann, sent for the telephone directory so that he could look for an Italian-sounding name for the company's new fashion line and he found one almost at the beginning of the book: Everyone agreed that the name bugatti.
sounded good and was also very catchy. As soon as the brand had been patented on 26.5.1978 the first five bugatti coats went into production.

1981 marks the market breakthrough with the first bugatti quilted jackets. The years that follow see the consistent extension of the market - at first with leisure wear and then through the travel collection of trousers, belts, bags and umbrellas. bugatti colour mixes make it easy to combine individual pieces at will.
In 1991, licences were granted for shoes and then in subsequent years for a host of other products such as shirts, knitwear, ties, belts, socks and jeans. The bugatti collection grows as a result of internal development adding jackets in 1992, for instance, as well as by granting licences to competent partners.

From clothing to lifestyle

As early as 1983, bugatti establishes the brand with consumers at the first bugatti event in the Hettlage department store in Dusseldorf. 2007 - and things had grown to more than 100 events.

bugatti expanded in the 90s from being purely a menswear brand into a lifestyle brand. Through granting licences for bags and luggage, bedlinen and towelling products, leather goods, umbrellas, home textiles and sleeping systems, bugatti has made it possible for their customers to furnish their entire lifestyle with bugatti products.

Innovation is Programming

The Gore-Tex contract of 1988 marked the start of a period of consistent development that has been pursued by bugatti and the Brinkmann Group ever since through the use of innovative materials in stylish and functional clothing. As well as Gore-Tex products, another example of innovation is the Outlast temperature equalization system based on space technology. In 2001, Fresh Concept suits by bugatti pass the ultimate endurance test set by Günther Jauch in his programme, Stern TV. In 2004 clothing using Nano-protection was very successfully introduced. This is an entirely new stain protection system with active protection from oil, dust, dirt and more.

Since 2006 the jacket with built-in heating has been creating a stir. The Active AirCondition jacket, with its active ventilation system, moved development towards functionality in 2007/2008. The high-tech yarn, Shape Memory, introduced in 2008, allows even extremely creased fabric to be simply smoothed back into its original shape. 2010 saw the launch of Matrix, the second generation of Shape Memory, which combined the advantages of Shape Memory technology with the natural look of cotton. A new high-performance tissue with Energear™ was introduced into the bugatti outdoor range in the summer of 2011. Incorporated into the lining, this tissue reflects back to the body the infra-red radiation it generates, providing the wearer with additional energy.

bugatti international

The internationalisation of the bugatti brand starts in the 90s: In 1990 bugatti takes on the brand rights for the Benelux countries; the Great Britain and Finland follow in 1998. The same year the first foreign-based bugatti shop opens in Prague.

An agreement with the VW group who had taken over the rights of the Bugatti automotive brand made it possible one year later to extend the export market to countries including Italy and France. In 2000 bugatti made the decision to showcase itself at the renowned Pitti Immagine UOMO fashion fair in Florence. Meanwhile, with an export ratio of more than 50% and a market presence in over 60 countries world-wide from Canada to China and on to Australia, bugatti is now an established global player. 

bugatti: Preferred brand of the upper middle bracket. Its presence in the Milanese

telephone book for over a quarter of a century is an indicator of the success of the bugatti brand: Awareness of the brand in Germany has grown from 6% to over 50% since 1984. It is close to 60% in relation to top earners. The total turnover of the Brinkmann Group is EUR 219 million. Added to this is the ever-increasing turnover from 15 licence holders.

Klaus Brinkmann, Managing Partner of the Brinkmann Group says: "Our national and international partners profit from the competence and high price/performance ratio of a brand that is well-known in the fashion industry in the medium to high price sector."
bugatti invests in brands and sales space  A "vertical revolution" is taking place at bugatti as it moves towards sales floor expansion. Shop-in-shop sales areas in cooperation with partners right up to bugatti stores are all guarantees of growth, where there is confidence in bugatti. The transformation from manufacturing to trade-oriented thinking brings with it challenges for the whole company. bugatti currently has six stores in Germany, 16 stores outside Germany and over 500 shops and sales areas world-wide.

IM SHOP ERLEBEN