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Carefully thought-out brand expansion of Bulgari, a lesson to be learnt!

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bvlgariBulgari is an Italian jewelry and luxury goods brand that produces and markets several product lines including jewelry, watches, fragrances and accessories. Founded in 1884 and headquartered in Rome, it is a well-known brand.

However, it did not gain its reputation until the 1950s and ’60s when Cinecittà, a large film studio in Rome, took off. This film studio brought many film stars and producers to the area, where they discovered Bulgari which helped the Italian brand to gain global recognition and reception.

Most recently, Bulgari ventured into the hotel business through a joint venture with Luxury Group – the Luxury Division of Marriott International. Bulgari opened its first hotel in Milan in 2004, a resort in Bali in 2006, followed by a hotel in London in 2012, with further hotels scheduled to open in Shanghai and Moscow. In 2011, Bulgari, Bali has been chosen by the readers of Smart Travel Asia magazine as second in rank among the top places to stay in Asia.

Silvio Ursini, creative director of Bulgari hotels and resorts division, firmly believes that a brand should only venture into a market when it has something distinctive to say. These words convey tremendous wisdom because brands, like relationships, are built on trust over time. If a consumer can trust a brand to always fulfill their needs and desires, they will go back to it time and time again.

According to him, “Hotels are a great way to showcase the design identity of a brand and to project a lifestyle that goes beyond products.”

The Bulgari hotels connect guests to the brand through a mix of contemporary and classic Italian architecture, by using vintage Bulgari designs to inspire their textiles and furnishings by limiting its room count to create an intimate and exclusive setting.

Bulgari Hotels also aim to be the leading luxury hospitality collection in the world. Comprised of a few, selected properties in major cosmopolitan cities and luxury resort destinations, their aim is to convey the excitement of the Bulgari brand, its timeless glamour and its heritage of magnificent Roman jeweler. They are committed to sustainable luxury, respecting the surrounding environment as well as human resources.

Bulgari has been able to enter the hospitality category via the Luxury Group, which assumed responsibility for the investment capital and the expertise required. When entrusting a brand to another company, it is imperative that the brand owner choose a licensee that embodies every aspect and value of the brand. Bulgari understood this and that is why they chose the Luxury Group.

For Bulgari, establishing a presence in resorts has enabled them to offer a lifestyle experience that adds a unique dimension to the brand.