Another "Ferrari Brand"

In recent years, Ferrari has been expanding into new territories beyond automobiles themselves. A prime example is the development of official merchandise. The company's commitment to its official product line is evident in the fact that in 2011, former chairman Montezemolo appointed Andrea Perrone, former president of the Brioni Group known for its high-end menswear, to lead this division.



The official "Ferrari Store" currently has about 30 locations worldwide. In recent years, the company has also focused on duty-free shops in international airports. Online shopping is also progressing well.

However, the number of licensees has been reduced from nearly 100 to 60. This list includes prominent brands such as "Puma," the largest licensee, along with shoe manufacturer "Tod's" and luxury watchmaker "Hublot." This strategy, which masterfully balances growth and prestige, can be said to be inherited from their core business.



The "Ferrari Store Maranello" is located directly across the street from the main gate of Ferrari's headquarters. It underwent a major expansion and reopened in 2013.

According to Virginia Sacca from the Brand Promotion department, who guided us, the Maranello store is comparable in size to the store within the "Ferrari World" theme park in Abu Dhabi and the Milan store.

Ferrari Prlma Collection

Inside the Ferrari Store, items inspired by F1 and GT cars are displayed, along with an extensive kids' collection. "We cover newborns up to 13-14 years old. Some items are simply downsized versions of adult wear, so the whole family can enjoy them," explains Virginia.

Particularly noteworthy is the line named "Ferrari Prlma." A dedicated room is set aside for it at the Maranello store. According to the catalog, it is "the embodiment of the founding spirit in its finest form," a collection centered on apparel, crafted from meticulously selected premium materials.



Looking at the actual products, the famous Prancing Horse and Ferrari logo are remarkably understated, despite being Ferrari merchandise. Meanwhile, materials identical to those used in the headrests of the actual vehicles, for example, are subtly incorporated as accents. It is truly a collection for discerning adults.

To quote Perrone's presentation from last year, it is envisioned that "people who favor Hermès will also choose this collection." It's akin to saying, a talented hawk hides its talons, or rather, a talented Ferrari hides its horse.

Speaking of fashion, celebrity private shopping events are well-known. When asked if this happens here, Virginia confirmed that it has indeed occurred at the Ferrari Store Maranello in the past.



"Zlatan Ibrahimović of the soccer team Paris Saint-Germain and the rock band Jamiroquai have enjoyed private shopping events here," she shared. This summer, director George Lucas, accompanied by actor Samuel L. Jackson, spent some time here.

Hearing such names alone, the Ferrari Store transcends its role as an official merchandise shop for a car brand and has become a premier "boutique."