From furs to the home. Italian brand Fendi – now controlled by luxury giant Lvmh – is launching a new line of furniture. The decision was announced on Tuesday morning and was born in collaboration with Design Holding. It is indeed with the joint venture FF Design – Fashion Furniture Design – which Fendi on the one hand and Design Holding, the global group in the high-end design sector jointly controlled by Investindustrial and The Carlyle Group, come together to develop the Fendi Casa business. Design Holding will hold the majority stake in the jv while the managing director will be Alberto Da Passano, former president of Fendi for Europe and the Middle East, who will assume the position starting from 1 July 2021.
FF Design is already developing the new Fendi Casa collections which will be launched in January next year and on the occasion of the 2022 Furniture Fair. The creative guide is entrusted to Silvia Venturini Fendi, artistic director of Accessories and Men's line.
The intentions of the two partners also include selective distribution and a network of new single-brand stores, which will also have the aim of offering interior design services and offering an extra service to the customer. Finally, the agreements provide for Fendi to interrupt the collaboration with Luxury Living (operating through Club House Italia), upon expiry of the related license at the end of 2021.
“Collaborating with an Italian Maison synonymous with quality, experimentation and creativity that admirably combines tradition and modernity – declared Gabriele Del Torchio, president of Design Holding – will give our group the opportunity to grow and further consolidate its presence on international markets. The class and style of Fendi products, combined with Design Holding's leadership in the design market, will make this union a winner”.
“Fendi was the first fashion house to expand into the world of design in 1987 with the Fendi Casa line – added Serge Brunschwig, president and CEO of Fendi – and we are now pleased to enter a new era for the brand . With this partnership, Fendi will combine its values and DNA with the unique skills of Design Holding, sublimating Made in Italy and craftsmanship".
