TOTAL LICENSING
been developed to maximise the tech- furnishing, housewares,
“We think up, design
nology in the new console format such gastronomy, coffee and
and make products
as a 16-player feature, rich simultane- delicatessen, sport and
which are useful for
ous online mode with elements not tech, golf accessories and
upholding a modern
yet seen in any race game to-date. cards, safety apparel and
and interational
Massimo Fedeli, Managing Director multimedia, which are all
lifestyle, consisting of
of Ferrari GB said, “Since the launch distributed through over
everyday habits and
of the next-generation consoles, the 15,500 sale points inclu-
needs requiring
video game industry finally has, at its ding 90 flagship stores,
original, high quality,
disposal, a machine with enough pow- boutiques and branded
innovative solutions
er to truly and loyally represent the corners in Europe, the
with an impeccable
Ferrari driving experience. The Brit- Far East, Middle East and
style, such as to make
ish public’s incredible reaction to the USA.
ours a true Global
“Ferrari 60-Relay” coming to these In recent years, the com-
Luxury Brand,
shores has demonstrated the strength pany has expanded signi-
unmistakable and
of the Ferrari brand here and we’re ficantly and has enjoyed
indelible in the
very excited to be working with Sys- growth of more than
memory of its
tem 3 to produce a cutting-edge rac- 63% in the 2003 to 2005
admirers”.
ing experience for those fans.” period with a current
Tonino Lamborghini
The Ferrari Challenge video game will turnover of over 70 mil-
be published on an array of gaming lion Euros.
consoles including; PlayStation 3, Play- After developing a wide
Station 2, Nintendo Wii, PlayStation range of products in the
Portable and Nintendo DS. early 1990s, the company
achieved international
Lamborghini recognition by taking a
Another brand with a highly innovative corporate strategy and
During the last season, the company
licensing program that includes prod- expanding the list of products offered
decided to shift the perception of
ucts as diverse as cafés, lawnmowers and geographical coverage.
Tonino Lamborghini footwear to ex-
and golf buggies is Lamborghini. 2006 was a key year for Lamborghini
clusive and trendy.
The story of the Tonino Lamborghini lovers, as it marked the 40
th
Anniversa-
On the apparel side, the brand is en-
brand dates back to 1981, when the ry of Miura. The anniversary gave Toni-
joying success in Hong Kong and China
Italian entrepreneur decided to di- no Lamborghini’s licensees the chance
through licensee Bestime Ltd. Despite
versify his business, creating, in just to present dedicated collections un-
Hong Kong being a highly competitive
a few years, a luxury collection with der the Anniversary trademark.
market, the Bestime apparel and acces-
extreme care for quality materials and From a consumer product point of
sories line has been one of the brand’s
details. view, 2006 was also a stellar year, both
front-runners from its early days.
Today Tonino Lamborghini offers in terms of results and innovative li-
In March last year, Bestime opened
a wide range of lifestyle products, censes.
a new location within the Landmark
including accessories, timepieces, One such license is with Iper Peccati
hotel in Macau raising the number of
eyewear, cosmetics, luggage, writing di Gola in Italy for a series of Cafés.
flagship stores in the Hong-Kong and
instruments, corporate gifts, fashion, In December 2005 two new cafés
Macau area to twelve. Two further
footwear, apparel, leathergoods, home were opened in Rimini and Rome.
openings are scheduled this year. In
Both immediately enjoyed strong
addition, branded product is sold
customer support. In February
within a number of major department
2007 a third opening within Lam-
stores.
borghini’s domestic market pro-
On a different tack, a further success-
vided the launch of the Coffee
ful license has been for safety equip-
Lounge formula, designed for
ment and apparel through Italian licen-
longer-staying customers.
see Track and Go. The brand’s long and
A further major li-
diverse industrial history has resulted
cense for 2006 has
in a major product line. In 2006 the
been for European
Italian distribution network exceeded
footwear with Ital-
three hundred authorized resellers,
ian manufacturer IN
and exclusive distributors have re-
Srl who have held a
cently been appointed to reproduce
Tonino Lamborghini
the same successful model in major
license for four years.
European markets and in the Middle
East.
80
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