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Press release by Lotus Originals The new
customer facing Lotus experience was showcased
today as the LOTUS ORIGINALS shop and future
dealership concept were launched by Lotus
Renault GP’s Bruno Senna.
Located at the Group Lotus HQ, Hethel, UK,
the new retail concept clearly demonstrates the
reinvigorated identity of Lotus, one befitting
the current and future collection of cars
planned for 2013 and beyond.
Part of a global strategy, the Hethel store is
the first LOTUS ORIGINALS retail experience to
open in Europe and finally gives customers the
chance to try the collection before they buy
having only been able to buy online since March
2011.
Commenting on the launch Group Lotus Director of
Licensing and Merchandise Wiebke Bauer said:
"It's a very proud day for us today, it's more
than a simple store opening. One of the biggest
challenges we have as a business, outside of
selling cars, is to make the Lotus brand as
accessible as possible. We have many fans out
there in the world who aren't necessarily in a
position to buy one of our cars but they still
want to be part of the Lotus world and this
means a lot to us. Developments like this first
shop - as part of our global retail strategy,
our motorsports activities and the magazine
allow us to reach out to so many people who
believe in Lotus and this can only be a good
thing."
"The team have worked incredibly hard to put
together a range of apparel and accessories that
will appeal to even the most hard to please
Lotus enthusiast. Our focus throughout has been
on quality and ensuring a truly authentic Lotus
experience for the customer. This shop opening
is just one of the many small but important
steps we are currently taking as part of the
overall brand development strategy. Our next
major step will be the official LOTUS ORIGINALS
store opening in London early next year - which
we're very much looking forward to. People won't
need to wait until next year though, they can
come and get a taste of what to expect right
here, right now at Hethel."
Alongside the shop, Group Lotus also showcased
the new look customers can expect from Lotus
dealerships in the future. The dealership
environment has a modern look and feel with an
inviting lounge area where customers can browse
the Lotus library or leisurely spec their new
Lotus! Lotus’ latest cars will be on display
with a full paint and trim swatches to complete
the Lotus shopping experience.
The store is open to the public Monday to
Thursday 8.30am until 5pm and 8.30am until
midday on Fridays. Customers can also shop
online at LOTUSORIGINALS.com.
More about the LOTUS ORIGINALS concept and
collection
The shop design reflects the LOTUS ORIGINALS
brand direction of authenticity, innovation and
design excellence and beautifully demonstrates
the Lotus approach to modern application with a
classic twist. A high-gloss finish throughout
the store and concealed lighting make for a
clean, even engineered appearance, yet beyond
the floating shelves, glass and chrome elements,
heritage details are found. Rails are bound with
high quality black leather complimented with
contrast yellow stitching and subtle panel
designs reverence the brands’ rich heritage in a
very British way.
Consistency throughout the store and the product
offering is very important. The LOTUS ORIGINALS
collection is a refined, cohesive range of
luxury apparel, leather goods and performance
outerwear that centre on craftsmanship, heritage
and the spirit of Lotus yet use new technologies
and techniques that appeal to today’s buyer – a
theme that runs throughout everything Lotus does
and results in desirability and exclusivity.
High quality and attention to detail are key,
with Loro Piana 100% cashmere yarn used in block
coloured sweaters, cardigans and V-neck knits.
Polo shirts and T-shirts feature double stitch
edging with a playful approach to branding
including; vintage Lotus logos, racing stripes
and car silhouettes. A hand-treated leather
jacket, inspired by the 1970s drivers’ suits,
uses authentic design details in the form of
protective quilted padding on the shoulders and
a two-button side-fasten collar.
The new store will also showcase a range of
luxury lifestyle accessories. Hand-crafted
luggage will be available in several styles; all
finished with heavy zips, contrast stitching and
discrete embossed Lotus logos. Calfskin leather
driving gloves are the ultimate indulgence, in
tan, black, Lotus green and bright yellow.
Carbon fibre gaming sets, calfskin wallets,
range of colourful belts and luxury desk
accessories are also available as part of the
range. |
