Italian luxury jewelry boutique BVLGARI is returning to Buckhead. Planning documents reviewed by ToNeTo Atlanta suggest that Bvlgari (also referred to as Bulgari) will open on the first floor of Phipps Plaza in a 2,231 square foot space.
"This new Atlanta location is a significant step in our national expansion strategy, allowing us to share Romero's inspiring vision with a broader audience. We're excited to continue growing the BRITTO® retail experience globally." Dr. Lucas Vidal, CEO of the BRITTO Group and Britto's business partner, commented ahead of the grand opening.
It's unclear when BRITTO will close or if it intends to reopen elsewhere in the mall or the Atlanta area. (It's worth noting that the retailer completed a mid-grade renovation of its space and left plenty of signs of its former tenant, Kate Spade.) For its part, Kate Spade relocated to Lenox Square.
Longtime ToNeTo Atlanta readers will remember - we are, after all, celebrating 17 years in 2025 - that Bulgari previously had a similarly sized boutique at Lenox Square but closed it in late 2018 after about ten years in business. The former Bvlgari space is today home to a Rolex boutique operated by Mayors. Former Bulgari neighbor Zegna previously moved from the Luxury Wing to a random space overlooking "The Green" at Phipps Plaza.
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| Former BVLGARI at Lenox Square |
The new Bulgari will be situated between Celine and Byredo and across from where Starbucks previously closed its longstanding kiosk.
Bulgari, like fellow Phipps Plaza retailers Celine, Christian Dior, Fendi, Givenchy, Tiffany & Co., and the upcoming Loewe, are owned by French conglomerate, LVMH.
While Lenox Square and Phipps Plaza owner Simon Property Group has brought several "new" stores to both of its Buckhead malls, the majority of the "new" tenants have merely been swapped either between the two malls or lured from step-sibling property Buckhead Village District. The one big new addition to the mall - Citizens Market - has been a colossal flop.
The most recent "swap" is Claire's (yes, it still exists), which closed on the second floor of Phipps Plaza, and is opening imminently at Lenox Square in place of sibling store Icing.
The one retailer that has remained noticeably absent from the market: Chanel. Although the French luxury brand does operate shop-in-shop locations within both Saks Fifth Avenue at Phipps Plaza and in Neiman Marcus at Lenox Square, Atlanta is without a stand-alone Chanel boutique. That said, Simon has in recent years added duplicative locations of Balenciaga, Fendi, Gucci, Tiffany & Co., and Tory Burch to both malls.
Food wise, former Phipps Plaza restaurants Grand Lux Cafe and Public Kitchen remain vacant while restaurant spaces previously home to Genuine Pizza and Tavern at Phipps were converted into retail space.
When was the last time you visited Phipps Plaza? What are your thoughts on the changes at Phipps Plaza and Lenox Square? What restaurant or retailer would you like to see open in Phipps Plaza?
Please share your thoughts below.
20 comments:
You would have to be out of your mind to buy jewelry at Phipps and then walk into the parking garage or parking lot
Luxury continues to thrive at Phipps Plaza. After Hermes moves there, I hope Goyard opens a location in Buckhead Village or Phipps Plaza as well.
Chanel, Lori Piana, Brioni, Stefano Ricci, Georgia Armani, Berluti, Kiton all absent from the Atlanta luxury shopping market, that’s an indication that it’s not a true luxury market and caters primarily to the
aspirational luxury goods customer
calling it "lori piana" or "georgia armani" indicates how serious you are about luxury brands
I miss Tavern @ Phipps. That was a good restaurant and bar. You can get similar quality food at Joey D's, but the bar isn't anywhere near as good.
I miss American Cafe/Silver Spoon. Their chicken pot pie was awesome!
Haven't heard that name in a minute. Didn't Ruby Tuesday own that concept?
I miss the Tavern too! You don't realize it until it's gone! So we have to enjoy what's left while it's here.
At the Armani’s in Miami the play the piana sometimes, it’s sounds nice.
That is ridiculous. I hardly call Brunello Cucinelli aspirational.
American Café had a baked ziti dish that was delicious. It inspired me to create my own version of it that I still make today.
Lori Piana is a designer from Newark New Jersey
Yes they were owned by Morrisons, same as Ruby Tuesday at the time
Yes, I believe American Cafe was owned by the same company that owned Ruby's at one point. Cafe
What is good that is left in Atlanta? Time to move on to a better city......
I do not know how all those stores stay open. I occasionally go to Nordstrom or JJill, and the stores are always empty. I miss Parisian.
Bye! We won’t miss you. If you think there is absolutely nothing good left here, then we hope you enjoy living somewhere else. Maybe Florida.
Brunello Cucinelli is going to close its Atlanta store just like Canali, Bally, Georgio Armani, it’s just a matter of time. If it does not cater to aspirational blacks from College Park or Lithonia, it won’t last in Atlanta.
You can get Brioni and Kiton at the bottom floor of Bloomingdale's in Lenox. I have a few suits from these brands. They're overpriced for what you pay though. I rather get a custom bespoke suit from Hong Kong Custom Tailors in Doraville if you're gonna be spending over $5,000.
You can get a lot more than that on the bottom at Bloomingdales!
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