Bulgari has been creating renowned fine jewellery since 1884. Today it is a global and diversified luxury brand with a product and services portfolio of jewels, watches, accessories, fragrances, skincare, hotels and resorts featuring exceptional quality, an innovative style and impeccable service.
The Bulgari Group operates through 41 companies in 24 countries and 294 stores, of which 174 are directly owned. The brand also operates through franchisees, travel retail and wholesale channels.
“Our ambition is to become the most prestigious luxury brand in the world for all categories the company holds in its product portfolio.
“While respecting our strict standards of quality, design and craftsmanship, by the diversification we wanted to allow our customers to experience the brand in different ways as an expression of the excellence that has always permeated our jewellery creations.”
The Bulgari design has always followed the evolution of style and innovation in a consistent way; for 127 years it has stood apart from other luxury brands due to its recognisable style which is uniquely characterised by a bold design and use of innovative materials in daring colour combinations. Francesco Trapani, CEO of the Bulgari Group, said: “Jewellery is and remains our core business, but we diversified into other product categories in order to increase our brand awareness, visibility and market share in the luxury industry.
The flagship Bulgari store in Via Condotti, Roma, (pictured) opened in 1905 by the founder of the company, the Greek silversmith Sotirio Bulgari. The fame of the Bulgari brand started and grew in the city of Rome, which was given a boost in the 1950s with the rise in Hollywood stars travelling to the country to film.
Bulgari stores are located in the main cities and tourist destinations worldwide. Locations must be distinctive and prestigious in order to grant a brand visibility adequate and in line with its image.
In 1977 the first Bulgari watch, the Bulgari Bulgari model, by now a classic, was launched. Since then, Bulgari evolved into a watch manufacture, and today produces several lines of classic, sportive and precious timepieces.
In 1993 Bulgari chose to further diversify its product portfolio entering the perfume business and founding the company Bulgari Parfums in Switzerland to manage the creation and production of perfumes.
And in 1997 the first silk and leather goods collections were launched worldwide and an agreement with Luxottica was signed for the production and distribution of eyewear. As a result, in 2005 the first two stores fully dedicated to accessories opened and in the same year Bulgari acquired 100 per cent of the Italian firm Pacini, then renamed Bulgari Accessori Srl, producing precious hides and fabric handbags.
Finally, the opening of the first Bulgari Hotel in Milan in 2004 as a result of a joint venture between Bulgari and Luxury Group (a division of Marriott International) further strengthened the brand, expressing the brand’s concept of contemporary luxury in prestigious locations with an exclusive design. This project was enriched in 2006 with a new extraordinary resort inaugurated in Bali.
“We are currently investing to develop all product categories,” Trapani adds. “Every year at least one new fragrance is launched, together with new collections of jewels, while at the Watches Fair in Basel we present our new models for men and women.”
For the full article, please see the June 2011 issue.