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Lotus Launches New Luxury Lifestyle Brand

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Lotus Chief Executive Officer Danny Bahar has stated in the past that he intends to relaunch the British sportscar maker using its historic racing pedigree. At the forefront of company’s efforts are the five new models, expected to arrive by 2014. But it should come as no surprise that the former head of Ferrari’s marketing department also wants to build a retail merchandise brand.

Ever since the Paris Auto Show, Lotus has been showing a few rugged items, like leather jackets, polo shirts, sweaters and leather goods. But until now, the company did not release any information about a complete line.

“Our goal with the Lotus Originals concept was to create a range of apparel and accessories that really capture the true spirit of our iconic British brand. Lotus Originals isn’t just for traditional car enthusiasts, on some of the pieces the branding is very subtle allowing the style and quality to shine so we hope that it will appeal to a much broader audience. We have developed a collection that is luxurious in a classic, understated way so it is easy to wear every day yet still make you feel part of our very special brand,” stated Wiebke Bauer, Director of Licensing and Merchandising for Lotus.

The products will be officially launched in February 2011, coinciding with the London Fashion Week. At the start, all items will be available exclusively through www.lotusoriginals.com, with a flagship retail store set to open in London by the end of the year. The clothing line will be accompanied by a range of Lotus Originals lifestyle accessories, including leather wallets, belts luxury desk accessories and hand-crafted luggage made from tan leather or lightweight canvas.
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About the author: Mihnea Radu
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Mihnea's favorite cars have already been built, the so-called modern classics from the '80s and '90s. He also loves local car culture from all over the world, so don't be surprised to see him getting excited about weird Japanese imports, low-rider VWs out of Germany, replicas from Russia or LS swaps down in Florida.
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