IndiaRetailBiz

Fendi, the luxury brand known for expensive handbags, apparels, footwear, eyewear and watches, is expanding its presence in the country. Its parent LVMH group, which owns such iconic brands as Louis Vuitton and Christian Dior, has over the next five years decided to set up six new luxury boutique stores in major cities across the country.

Currently, Fendi operates a boutique store from the Shopping Arcade of Hotel Tajmahal in Mumbai. This 3,000 sq.ft. large store was set up a few months ago, in November 2006. Two of the six new stores, apart from an additional store in Mumbai, will be set up in Delhi, Bangalore, Hyderabad, Chennai and Kolkata, says an HBL report.

“Fendi has a total of 13 outlets in West Asia and India. But in the next five years we plan to open six boutiques in India, since we recognise the country’s high potential,” said Mr Francois Ganes, Area Manager, West Asia and India, Fendi. The two new stores, which will showcase the entire range of Fendi products, are expected to be launched in Delhi and Bangalore, by early next year.

“The DNAs of each of these brands is extremely different. For example Dior is extremely couture and has a different target audience. Fendi, meanwhile is more of a collector’s item, where it’s not about changing fashion, but permanency,” added Ganes. “The Indian customer, according to us, is a progressive, well travelled lot. So in this country, our USP will be our collection and also the rare ability to personalise and custom make products to our customer’s preference,” explained Ganes.

Like in Mumbai, the company has planned to roll out its stores from 5-star hotels, in the first phase. The company will then move into specialised luxury malls in the second phase followed by high street locations in the the third phase.

Fendi was founded over 80 years ago (1925) as a small handbag shop and fur workshop in Rome by a young couple Edoardo and Adele Fendi. The brand went global before being acquired by the LVMH Group, in the sixties.