Bentley bids to boost appeal with junior clothing range

Bentley Motors is introducing a children’s gift and clothing range to boost the brand’s appeal with younger consumers. The luxury marque is also increasing the number of items in the range aimed at women.

Bentley is the latest car company to extend its branded products range. Mini is about to launch a range of branded trainers with Japanese footwear brand Onitsuka Tiger (MW August 9), while Yamaha, the world’s second-biggest motorcycle manufacturer, unveiled a clothing and accessories range at the start of this year to capitalise on the popularity of its MotoGP team rider Valentino Rossi (MW January 25).

The Bentley Collection will be extended to include a children’s section from November 1. It will include a playsuit replica of the overalls worn by Bentley’s Le Mans-winning pit crew, as well as fleeces, polo shirts and baseball caps

One of the new additions to the main adult collection is a travel robe for men and women made from cashmere and cotton with a pure silk lining.

A range of leather items, including notebooks and travel photo frames, will also be introduced.

Bentley appointed Ferrari GB marketing director James Pillar as director of marketing communications at the end of last year (MW November 23, 2006). He replaced Mark Tennant, who left Bentley after nine years.

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