Luxury Brand Gucci Forays Into Restaurant Business

Luxury Brand Gucci Forays Into Restaurant Business

Luxury labels are accustomed to tempting fashionistas, and now they're stretching from haute couture to haute cuisine. Gucci opened a 50-seat restaurant, Gucci Osteria, in Florence where three-Michelin-star chef Massimo Bottura will serve up high-end dishes. The Italian fashion house, owned by Kering, is not the only luxury company to foray into food; LVMH announced late last year it would open a second branch of its gourmet grocer La Grande Epicerie in Paris, days before Tiffany's & Co opened its Blue Box Cafe in New York.
Gucci and its rivals do not expect these investments to yield significant financial returns, for now, but they are seen as a way of enhancing their global brands. In some cases, eateries can also be a way to make the most out of large, city-centre store sites as customers increasingly shop online. The Gucci Osteria restaurant is part of "Gucci Garden", which includes an exhibition area and a cinema room.

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