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.

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.

bugatti in der Zukunft

Internationalisierung, insbesondere in der Märkten Russland, China, Middle-East, USA und Europa erfordern das Komplettangebot von Männermode und ermöglichen damit den Lifestyle-Auftritt der Marke. Die Wandlung vom Hersteller zu handelsorientiertem Denken stellt für das Unternehmen eine wichtige Zukunftsaufgabe dar.

IM SHOP ERLEBEN