Lamborghini has opened a flagship store in Vancouver, its third such opening worldwide after Los Angeles and Beijing. The store sells the luxury auto brand's own collection of clothing for consumers wanting the cachet of the Lamborghini brand without having to pay the $200,000-plus price tag for a car.

Additional flagship stores are planned for Milan and Hong Kong.

The Vancouver opening is part of a wider strategy initiated by Stephan Winkelmann, the company's president and chief executive officer. Nearly 100 licensing contracts exist, including Microsoft, EA, Sony and Versace. Product covers a wide selection of categories, from fashion, electronics, accessories and toys. The company has its sights on new and growing markets such as China, the U.S. and South America.

"The Lamborghini brand is still very exclusive, but we are a little more popular now," Lucia Lazzarini, licensing manager at Lamborghini, tells License! Global. "At Licensing International Expo this year I am hoping to find market-leading partners in territories such as South America, which is quite new for us, but where there is a huge interest in the brand."