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London welcomes first Ferrari store

Published: Saturday 9th of May 2009

The country's first Ferrari store has been opened in London, with a racing star on hand to help with proceedings.

Kimi Raikkonen flew in from Zurich for the occasion, which involved a collection of classic Ferraris driving past the Regent Street store.

"We are aspirational and exciting and Londoners still want that. We are opening because we believe in our brand and in Londoners' desire to buy it. It is a vote of confidence in London," brand director Danny Bahar told This is London.

The shop is two storeys high and sells merchandise for the brand rather than the cars themselves.

Among the items on sale are Ferrari shower gel, leather jackets, keyrings and surf boards.

Sports fans heading for the capital can see a range of top attractions with the London Pass.

They can take a tour of the Wimbledon Lawn Tennis Museum or marvel at the Chelsea FC Stadium Tour at no extra cost.

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