Briatore extends empire

Renault team boss, Flavio Briatore, has extended his empire today by opening up his fifth ‘Billionaire’ boutique. The newest addition to his growing empire is situated in the picturesque city of Vienna. This is not the last we will hear of this brand either – the Italian businessman plans to have at least twenty stores by the end of 2009, with at least ten new stores opening in 2007. Clients so far have included the Beckhams and Harrods owner Mohammed Al-Fayed.

“We are a very small niche,” he explained. “If you have a niche, you are quite protected.”

Billionaire stores are already located in London (where there are two), with the two other stores being in Moscow and Tokyo, and now, obviously, Vienna. These stores are supplemented by his Billionaire nightclub in Sardinia and plans to open up a beach resort in Kenya under the same brand name.

“Billionaire is a bit of a game,” Briatore admitted. “People in Italy think that I live only thanks to Billionaire. Then it becomes a communication phenomenon because everyone talkes about it, good or bad.”

So what exactly does Billionaire sell? Well, everything that the heart could possible desire. And the prices live up to the brand name – a hand-made tie starts from £150. Or how about a bespoke suit with platinum thread at a cool £18,000?