Fendi Casa opens its first flagship store
Fendi Casa has taken a key step forward in its development. Fendi's home line is opening its first flagship store in Milan directly across from the famous La Scala opera house. The inauguration is the result of an alliance formed last year between the Rome-based luxury house and Design Holding, an Italian high-end design group controlled by The Carlyle Group and Investindustrial.
Last May, the companies embarked on the joint venture Fashion Furniture Design (FF Design) led by Alberto Da Passano and majority owned by Design Holding. They plan to open around 40 Fendi Casa stores in three years, between directly operated and franchised units. Two new store openings in Miami and Shanghai should soon be announced.
The brand owned by LVMH was one of the first to launch a furniture line, Fendi Casa, in 1987, achieving revenues of around 70 million euros in 30 years. The line was previously produced and controlled under license by the Italian company Luxury Living Group. With the license expiring in 2021, Fendi chose to change its strategy, preferring to have more control over its design and furniture business.
Now, it has just installed its in-house universe in a large 700-square-meter space, which was previously occupied by the Italian group Miroglio’s brands, displaying on thirteen windows in Via Manzoni and Piazza della Scala.
"This is a major milestone in the brand’s strategic development. Situated in the heart of Milan, near the Teatro della Scala, one of the most important and representative monuments of the city, the store is in an ideal position between the world of fashion and that of design. A prestigious showcase, which highlights the new collection, while offering a unique experience to our customers", stated the CEO in a press release.
Fendi Casa is unveiling its entire universe in a single location for the first time. Spread over two floors, the store hosts a series of rooms dedicated to households, such as the living room, the dining room, the bedrooms as well as two spaces for outdoor activities in order to create "an immersive experience in the kaleidoscopic world of Fendi Casa.”
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