Fendi

The story of Fendi began in 1925 in a small workshop in Rome, on Via del Plebiscito, where Edoardo and Adèle Fendi made bags and fur coats After the Second World War, the company began its modern-day ascension, when five sisters ­ Paola, Anna, Franca, Carla and Alda Fendi ­ joined the family enterprise from 1946.

The alliance between the designer Karl Lagerfeld and the five revolutionized the fur market and allowed Fendi to really take off in 1965. The company astonished the fashion world with its supple, colored furs, dyed in apricot, pistachio green, fluorescent pink, or decorated with Eskimo motifs.
Until 1969, one success followed another, including the launch of a line of ready-to-wear furs, in addition to an already extensive collection of leather bags that were printed, intertwined, dyed and tanned to make them as practical as they were innovative in their design. The brand truly flourished in the 1970s, entering the luxury ready-to-wear arena with jackets, coats and dresses all designed in the singular style of the "Fendi woman". These were the golden years for "made in Italy" products, and the Fendi label diversified into other products and accessories. The 1980s saw the birth of the World of Fendi as the double "F" symbol that had rendered Fendi bags famous the world over was joined by the now immediately recognizable "pekin" striped pattern.

The family grew with the enterprise and the second generation was followed by a third, who felt the need for a younger product. The Fendissime brand, created in 1987, was discontinued at the end of 2001, Fendi having chosen to concentrate on its first line. But the Fendi sisters were not about to stop there, and in 1990 took up another exciting challenge with the Fendi Uomo line, a complete collection of men's suits and accessories for every occasion throughout the day. The Fendi Uomo fragrance launched in 1989 enjoyed the same success as the women's fragrance had four years earlier.

A new step forward came in 1997 with the introduction of the Fendi Baguette, a small bag carried under the arm. This little jewel of a bag struck the right chord of minimalism for people on the move and immediately became a collector's item. Two years later the Rollbag became equally successful. Rolled up in its transparent case, the bag is both dynamically stylish and very functional. With its Summer 2002 collection, Fendi launched a new bag in numerous models: the Ostrik bag.

In December 2001 Fendi joined the LVMH group thus opening new avenues for development. Fendi has adopted a new store concept - the Dark Store - inaugurated in Paris (rue François 1er and in Galeries Lafayette Haussmann) as well as in London on Sloane Street.

Fendi, LVMH Fashion & Leather Goods brand :

Along with Louis Vuittonis the world's leading luxury brand, the Fashion and Leather Goods division includes fashion houses Givenchy and Christian Lacroix, as well as Celine, Loewe, Berluti, Stefanobi, Kenzo, Marc Jacobs, Fendi, Emilio Pucci, Thomas Pink and America's Donna Karan.

This exceptional business group employs nearly 16,000 persons working in 17 workshops and nearly 600 stores around the world. While respecting the individuality and strategy of its component brands, the business group also offers them a powerful infrastructure and shared resources.