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.