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Fendi is an Italian luxury fashion brand which, like many other successful labels, started as a small workshop with a great care and respect for certain crafts. In 1925, Edoardo Fendi and Adele Casagrande opened a shop in Rome selling leather goods and luggage, with a small fur atelier in the back. 40 years later, Karl Lagerfeld took over the creative part for the fur lines, but the label also developed and started making iconic handbags and launched the ready-to-wear line. It found inter nation success in 1968, when an entire Fendi leather goods collection was bought by Bloomingdales in New York. This paved the way for the expansion of the retail network which started with boutiques in Rome, naturally, New York and Hong Kong. After the main share package was bought by the LVMH group, the number of stores reached 200 locations in ten years.

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