Ferrari opens e-commerce website in UK

Ferrari’s UK importer has set up an e-commerce website to sell Ferrari merchandise directly to the public.

The addition to what was previously an informational website (ferrari.co.uk) is intended to capitalise on Ferrari’s current dominance of Formula One. The branded goods on sale include replicas of the Ferrari F1 team’s uniforms, as well as a range of shoes, luggage and model cars.

The move was prompted by Ferrari’s deal with Fila, the Italian fashion sportswear company, to produce Ferrari-branded apparel.

Ferrari is represented in the UK by Maranello Concessionaires, which also owns the Maserati franchise. Maranello is part of Inchcape.

Ferrari UK planning manager Chris Rowles expects the e-commerce venture to account for substantial revenues: “We are looking for &£500,000 this year and &£1m within two years.”

In the first ten days of trading, says Rowles, the most popular items have been Ferrari F1 replica shirts and Ferrari-branded training shoes.

According to Rowles, the e-commerce operation cost Ferrari UK “&£30,000 to &£40,000” to set up, working with fulfiment specialist iForce. Goods will be delivered by Parcelforce.

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