Fendi Casa, the luxury brand’s home line, is embarking on an ambitious expansion plan with the opening of its first flagship store in Milan. The store, strategically located opposite La Scala opera house, marks a milestone in Fendi Casa’s partnership with Design Holding, a prestigious Italian design group supported by The Carlyle Group and Investindustrial.
In 2020, Fendi and Design Holding collaborated to establish a joint venture called Fashion Furniture Design (FF Design), led by Alberto Da Passano and primarily owned by Design Holding. The aim of this partnership is to open approximately 40 Fendi Casa stores over the next three years, including both company-operated and franchised locations. Miami and Shanghai are among the cities slated for new store openings.
Under the LVMH umbrella, Fendi Casa has been involved in the furniture industry since 1987 and has generated revenues of approximately 70 million euros over the past 30 years. Previously, the brand’s furniture line was produced and controlled through a licensing agreement with Luxury Living Group. However, as that license is set to expire in 2021, Fendi decided to take a different approach and have greater control over its design and furniture business.
The new flagship store in Milan covers an impressive 700 square meters and occupies a prime location that was previously home to Italian group Miroglio’s brands. With thirteen windows facing Via Manzoni and Piazza della Scala, the store serves as a prestigious showcase for Fendi Casa’s new collection and offers customers a unique shopping experience. CEO Alberto Da Passano expressed enthusiasm about the store’s strategic positioning between the worlds of fashion and design, highlighting the brand’s commitment to providing a comprehensive range of home furnishings.
Spanning two floors, the Fendi Casa flagship store in Milan features dedicated rooms for various household areas, including the living room, dining room, and bedrooms. Additionally, there are two outdoor spaces designed to immerse customers in the vibrant and diverse world of Fendi Casa.
With the opening of this flagship store and the planned expansion of Fendi Casa’s retail presence, the brand clearly aims to establish itself as a prominent player in the luxury home furnishings market. By taking control of its design and production processes, Fendi seeks to further enhance the quality and exclusivity of its home line while ensuring customers enjoy an unparalleled shopping experience.
Useful links:
– Fendi Official Website
– Design Holding Official Website
