Born in Italy, based in Germany. This is the slogan that Bugatti is currently using via social media to underline its heritage and brand essence. Until now, the only thing missing was a dedicated e-commerce presence south of the Alps. The company from East Westphalia has now addressed this, going live with an online shop for the Italian market just over a month before the next Pitti event in Florence.
This move also supports the international omni-channel strategy and strengthens the brand’s presence in its second-most-important export market. The focus is on an optimised customer journey with fast delivery options, as well as communications specifically tailored to the Italian market.
At the same time, the Herford-based company aims to further expand direct customer relationships via its own direct-to-consumer channel. “The launch of the Italian online shop is a further step in bugatti’s international omni-channel strategy and strengthens the brand’s position in the European fashion market,” says Kim Witzger, head of e-commerce.
The aim is to bring the brand even closer to international consumers and to further develop the interplay between brick-and-mortar retail, international distribution partners, and digital sales.
With Italy, Bugatti is now tapping its second-most-important export market via its own e-commerce channel. The Austrian online shop went live back in 2015, with the Netherlands following at the end of 2025. The German online shop has now been in existence for 14 years.
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