Lamborghini has opened a new store, located on some of the most expensive real estate in the world – Tokyo's swanky Ginza district. But it doesn't sell supercars. In fact it doesn't sell any cars at all.
The location isn't a dealership, but a retail outlet for the Collezione Automobili Lamborghini – the brand's line of clothing and accessories.
While most of the locations listed on the Lamborghini Store website are automobile dealerships that also carry merchandise, the company has been opening an small number of dedicated boutiques as well. There's one at the factory in Sant'Agata Bolognese, another in the Taiwanese capital of Taipei, and one (naturally) in Dubai – plus another dozen departments within larger stores across Asia.
In that regard Lamborghini is very much following the lead of its arch-rival Ferrari, which operates over 40 such retail locations around the world, including three in the United States: New York, Miami, and Los Angeles. Porsche Design has over 20 locations in the US alone. Even Bugatti is getting in on the game.
Lamborghini does not currently have any open in America, but it used to, and it may be only a matter of time until it does again as the company seeks to leverage its brand value in the fashion retail market.
Of course, those are only the brick-and-mortar stores. With or without them, most automakers – upscale ones especially – offer their full ranges of clothing, accessories, and other memorabilia online as well.
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