Fendi to open more stores in China
Luxury Italian fashion house Fendi plans to open more stores in China, increasing its stores from 16 to 20 by the end of 2012.
The new stores will be in tier-one and tier-two cities, including Beijing, Tianjin (east of Beijing), Shenyang and Guangzhou.
The company’s CEO Michael Burke has plans for Asia. He aims to change Fendi from “a leather goods company” to a company that offers a range of unique luxury products with superior customer service that is anchored in Fendi’s history and craftsmanship.
One initiative is “Fatto a Mano” which creates handmade items through the collaboration of a Fendi craftsman and an outside designer working in store in full view of the public, according to Mr Burke.
Mainland China is Fendi’s fourth largest market, after Japan, US and Italy, but China is its single-largest market in Asia.
Fendi has 65 stores in Asia, yet China has the greatest expansion potential.
