Fendi
(Founded - Rome - 1918)
Fendi began as a fur and leather workshop, owned by Edoardo and Adele Fendi. The Fendi's had five daughters; Paola (born in 1931), Anna (born in 1933), Franca (born in 1935), Carla (born in 1937), and Alda (born in 1940).
All five daughters are credited with making the Fendi label known throughout the world. In 1964, they began their collaboration with Karl Lagerfeld, who helped develop a renewed interest in furs.
During this time, the famous black and brown double “F,” one of the first company logos, was created. One of the characteristics of the Fendi label is the company’s unusual way of working with traditional skins. Fendi designers were continually experimenting on furs and in 1969, with the introduction of their Pret a Porter line, Fendi succeeded in producing a product accessible to the ordinary consumer: beautiful furs at a limited price. In 1968 Classic Canvas was launched, an alternative to leather; then striped colored rubber, beige and black, which became Fendi’s classic colors.
When Adele died in 1978, each of the five Fendi children took over a different part of the business: Paola was primarily interested in furs; Anna, in leather goods; Franca handled customer relations; Carla coordinated the business, and Alda was responsible for sales. In the 1980s, Fendi underwent a period of considerable expansion, involving product diversification and licensing. A wide range of products now display the Fendi label; sweaters, suits, jeans, umbrellas, clocks, ceramics, and household decorations.
In 1985 Fendi produced the uniforms for the Rome police department. That same year they launched their first perfume. In 1987 they introduced the Fendissime line, conceived by the third generation of the Fendi family: Silvia, Maria Teresa, Federica, and Maria Ilaria Fendi. The new line included sportswear, furs, and accessories for younger buyers. In 1989 they opened their first store in the United States, located on Fifth Avenue in New York City. The following year they introduced a men’s perfume and a ready-to-wear line.
In 2001, Fendi became part of the LVMH group, a giant in the world of luxury goods. In that same year, Fendi opened its first freestanding store at 24 Rue Francois Premier, in Paris.
