When you think of luxury fashion, Fendi’s iconic double F logo might come to mind. This storied Italian fashion house has a rich history dating back to 1925, but many fashion enthusiasts wonder who stands behind this prestigious brand today.
Fendi is owned by LVMH (Moët Hennessy Louis Vuitton), which became the majority shareholder in 2001 after initially acquiring a stake in the company in 2000.
The journey to LVMH ownership has an interesting history. Before becoming fully part of the luxury conglomerate, LVMH and Prada each purchased a 25.5% stake in Fendi in 1999, signaling the beginning of a new era for the Roman fashion house. This acquisition represented a significant shift from Fendi’s origins as a family-run business to becoming part of the world’s largest luxury goods company, led by Bernard Arnault, the chairman and CEO of LVMH.
Under LVMH’s ownership, Fendi has flourished with creative direction from industry luminaries. Kim Jones was appointed Artistic Director of Couture and Womenswear in 2020, bringing a fresh vision to the brand while honoring its heritage of craftsmanship and innovation. This strategic leadership has helped position Fendi alongside other prestigious LVMH fashion houses like Louis Vuitton, Dior, and Givenchy.
Key Takeaways
- Fendi is currently owned by luxury conglomerate LVMH, which became the majority shareholder in 2001.
- The brand transitioned from family ownership to corporate leadership through a strategic acquisition process that began in 1999.
- Under LVMH’s direction, Fendi continues to evolve with artistic leadership from top industry talents while maintaining its Italian luxury heritage.
Fendi’s Ownership History
Fendi’s journey from a family-run fur and leather shop to a global luxury powerhouse involved key ownership changes that shaped its identity while preserving its Italian heritage.
Origins of Fendi
Fendi’s story began in 1925 when Adele Casagrande, already an entrepreneur, married Edoardo Fendi and established the brand in Rome. The family-owned business started as a fur and leather goods shop.
The five Fendi daughters – Paola, Anna, Franca, Carla, and Alda – eventually took over the business in 1946. They maintained family control while expanding Fendi into a respected Italian luxury brand.
Under family leadership, Fendi grew its reputation for craftsmanship and innovation. The brand maintained strong ties to its Roman roots and traditions while gaining international recognition.
The Fendi sisters’ vision helped transform their parents’ shop into a luxury fashion house known worldwide.
LVMH Acquisition
In 2000, the French luxury conglomerate LVMH acquired Fendi, becoming its majority shareholder by 2001. This acquisition marked a significant turning point for the Italian fashion house.
LVMH currently controls 51% of Fendi, while the Fendi sisters maintained a stake in the company. This partnership allowed Fendi to preserve its creative identity while gaining access to LVMH’s global resources.
Since the acquisition, Fendi has been part of LVMH’s “Fashion & Leather Goods” division. The brand continues to be headquartered in Rome at the Palazzo della Civiltà, maintaining its Italian heritage.
Under LVMH ownership, Fendi has expanded its global presence while continuing to represent Italian craftsmanship and luxury.
Strategic Management
The day-to-day operations at Fendi blend family tradition with corporate structure under LVMH’s ownership. Since LVMH acquired Fendi in 2001, the luxury brand has maintained its unique identity while benefiting from the group’s global management expertise.
Leadership Structure
Fendi operates under a dual leadership model that balances creative vision with business acumen. This structure was carefully designed to preserve the brand’s Italian heritage while integrating it into LVMH’s global portfolio.
The leadership team includes creative directors who oversee design and artistic direction, working alongside business executives who manage operations and strategy. This balance helps Fendi maintain its distinctive style while achieving commercial success.
When LVMH gained majority control of Fendi, they implemented this structure to respect the brand’s DNA while introducing more rigorous business practices. Members of the original Fendi family remained involved in key positions, ensuring continuity of vision.
Role of the CEO
The CEO serves as the primary link between Fendi and the broader LVMH luxury group. They report directly to LVMH’s leadership while maintaining autonomy in day-to-day decisions for the brand.
Fendi’s CEO oversees:
- Strategic planning for long-term growth
- Brand positioning in the luxury market
- Financial performance and profitability targets
- Global expansion initiatives
The CEO works closely with creative directors to ensure business strategies align with the brand’s artistic direction. This collaborative approach has helped Fendi grow its presence in key markets while protecting its exclusive image.
Under LVMH’s ownership, Fendi’s CEO has leveraged the group’s resources while maintaining the brand’s distinct identity in the competitive luxury landscape.
Management Teams
Fendi’s management teams span multiple functional areas with specialized expertise. These teams manage everything from product development to retail operations across global markets.
Key departments include:
- Design and product development
- Marketing and communications
- Supply chain and manufacturing
- Retail operations and e-commerce
- Finance and business analytics
Each team includes both Fendi veterans and LVMH-appointed executives, creating a blend of institutional knowledge and fresh perspectives. This diversity of experience helps the brand navigate changing consumer preferences.
Bernard Arnault, as LVMH’s chairman, plays an important role in major strategic decisions for Fendi. His vision for luxury brands emphasizes preserving heritage while embracing innovation and digital transformation.
Regular communication between management teams ensures the brand maintains consistency across all touchpoints with customers.
Brand and Product Expansion
Under LVMH ownership, Fendi has grown beyond its fashion roots to become a lifestyle brand. The company has strategically expanded into home furnishings, interior design, and collaborative ventures that extend its luxury aesthetic to new markets.
Fendi Casa and Interior Design
Fendi Casa represents the brand’s successful venture into home furnishings, bringing the same attention to detail and luxury materials found in their fashion collections to interior spaces. Launched in 1988, this division transforms Fendi’s distinctive style into elegant furniture pieces and home accessories.
The interior design service offers clients personalized home styling that captures Fendi’s sophisticated aesthetic. Expert designers work directly with customers to create custom living spaces that reflect the brand’s signature fusion of tradition and innovation.
Fendi Casa’s collections often feature the iconic Fendi symbols and materials like the Pequin stripe and signature leathers. Their interior pieces emphasize Italian craftsmanship with contemporary elegance, making them popular among luxury homeowners and high-end hotel developers worldwide.
Expansion into Fashion Furniture Design
In 2021, Fendi formed a significant strategic partnership with Design Holding to create FF Design, a dedicated entity focusing on high-end design furniture. This joint venture strengthened Fendi’s position in the luxury furniture market.
FF Design combines Fendi’s fashion sensibility with furniture expertise to create pieces that blur the line between art and functionality. The collections often showcase innovative materials and bold shapes that reflect current fashion trends.
The fashion furniture line has become known for its statement pieces that serve as room focal points. These designs frequently incorporate signature Fendi elements like the FF logo pattern, luxurious furs, and premium leathers.
This expansion has positioned Fendi as a leader in the growing “fashion furniture” category, where luxury clothing brands extend their design language into home goods.
Joint Ventures and Collaborations
Fendi has strategically pursued collaborations with renowned designers and artists to keep its products fresh and culturally relevant. These partnerships create limited-edition collections that blend Fendi’s heritage with new creative perspectives.
Notable collaborations include work with architects, industrial designers, and even other fashion brands. These joint ventures often result in unexpected and innovative products that appeal to design enthusiasts and collectors.
The brand has partnered with respected figures in interior design to create exclusive furniture collections. These collaborative pieces typically command premium prices and enhance Fendi’s reputation as a design authority.
Under LVMH’s ownership, Fendi has been able to leverage connections within the luxury conglomerate for cross-brand initiatives. These strategic partnerships help extend Fendi’s reach into new customer segments while maintaining its luxury positioning.
Creative Direction and Design
Fendi’s distinctive style and global recognition stem from the creative minds steering the brand’s artistic vision. The fashion house balances its rich Italian heritage with forward-thinking design perspectives across its collections.
Artistic Leadership
Fendi’s creative direction has evolved significantly over the decades. The brand gained worldwide acclaim under Karl Lagerfeld, who served as creative director for an impressive 54 years until his passing in 2019.
During his tenure, Lagerfeld transformed Fendi into a luxury powerhouse, particularly revolutionizing how the brand approached fur designs. His creative vision established many of the iconic elements still associated with Fendi today.
LVMH, which owns a controlling 51% stake in Fendi, has carefully selected artistic directors who balance innovation with respect for the brand’s heritage.
Silvia Fendi’s Role
Silvia Fendi, a third-generation member of the founding family, plays a crucial role in maintaining the brand’s creative connection to its roots. She currently oversees the men’s collections and accessories.
Her most notable contribution might be the creation of the iconic Baguette bag in 1997, which became one of fashion’s first true “it bags” and remains popular today.
Silvia’s designs often blend playfulness with luxury, incorporating innovative materials while respecting Fendi’s craftmanship traditions. Her creativity has helped the brand maintain relevance across generations.
Despite LVMH’s ownership, her continued involvement ensures the Fendi family’s creative influence remains part of the brand’s DNA.
Kim Jones’s Influence
British designer Kim Jones joined Fendi as artistic director in September 2020. He heads the women’s ready-to-wear, haute couture, and fur collections, succeeding the legendary Karl Lagerfeld.
Jones brought a fresh perspective while maintaining his role at Dior Men. This created a unique bridge between two LVMH powerhouse brands. His couture collections for Fendi have featured notable collaborations and celebrity runway appearances.
However, in March 2025, LVMH announced Jones would be stepping down from his role at Fendi. Industry sources suggest the brand has been in discussions with other designers, including Pierpaolo Piccioli, formerly of Valentino, about future creative direction.
Customer Experience and Retail Strategy
Fendi’s approach to customer engagement blends luxury with accessibility through its carefully designed retail spaces. The brand, owned by LVMH group, has developed a distinctive retail strategy that supports its position in the high-end fashion market.
In-Store Experience
Fendi creates memorable shopping experiences that reflect its Italian heritage and craftsmanship. Each store features elegant displays of their iconic products, including the famous Baguette bags and Peekaboo collection.
Staff members receive extensive training to provide personalized service that makes customers feel valued.
The brand uses technology to enhance the in-store experience, with digital displays and interactive elements that tell the story of Fendi’s 1925 origins. Some flagship locations even offer customization services where shoppers can personalize their purchases.
Fendi’s stores incorporate distinctive architectural elements that create a consistent brand identity while adapting to local tastes in their global locations across 35 countries.
Growth of Single-Brand Shops
Fendi has expanded its retail presence with 270 company stores and store-in-store locations worldwide. This growth reflects the brand’s strategy to control how customers experience their products.
Single-brand shops allow Fendi to:
- Present collections exactly as designed
- Control pricing and promotions
- Gather direct customer feedback
- Build stronger brand loyalty
In the EMEA region alone, Fendi operates 85 retail locations that showcase their complete product range. These dedicated spaces create immersive environments where the brand’s identity shines through every detail.
The company has also invested in strategic locations in luxury shopping districts, making their stores destinations for fashion enthusiasts and tourists alike.
Marketing and Communication
Fendi’s marketing approach combines luxury messaging with modern strategies to maintain its position as a top fashion brand. The company carefully balances traditional advertising with digital innovation to reach affluent consumers worldwide.
Advertising Campaigns
Fendi creates visually striking campaigns that showcase their luxury products while telling a brand story. Their advertisements often feature high-profile celebrities and influencers who embody the brand’s sophisticated aesthetic.
Since becoming part of LVMH’s Fashion & Leather Goods division in 2001, Fendi has leveraged the group’s marketing expertise.
The brand focuses on personalised advertising that speaks directly to their target audience. Their campaigns highlight craftsmanship and heritage while incorporating contemporary elements to appeal to younger luxury consumers.
Fendi uses audience research to understand changing consumer preferences, enabling them to create more effective marketing materials. This research helps them identify which brand messages resonate most strongly with different market segments.
Digital Presence and E-Commerce
Fendi has embraced digital platforms as key components of their marketing strategy. Their website and social media accounts feature high-quality content that showcases products while creating an immersive brand experience.
The company uses analytics for content measurement to optimize their digital marketing efforts.
Their marketing mix effectively combines product, price, place, and promotion strategies across online channels.
Fendi’s e-commerce platform offers a seamless shopping experience that mirrors the luxury feel of their physical stores.
The brand invests in services development to enhance customer experience online, including virtual try-ons and personalized shopping assistance. These digital innovations help maintain the exclusive feel of the brand while making products more accessible to global customers.
Financial Performance
Fendi has established itself as a significant contributor to LVMH’s financial success, with strong sales figures reflecting its position in the luxury market.
Sales Reports
Fendi operates under the LVMH umbrella, which reported impressive financial results in 2023. LVMH achieved record revenue of €86.2 billion with profit from recurring operations reaching €22.8 billion. The company even experienced stronger growth in the fourth quarter compared to the third quarter.
While Fendi’s individual financial contributions aren’t explicitly detailed in the search results, the brand falls within LVMH’s fashion and leather goods division, which is typically one of the group’s strongest performers.
According to financial tracking, Fendi concluded its last fiscal year on December 31, 2022, with revenues reported in millions of euros.
Market Positioning
Fendi holds a prestigious position in LVMH’s luxury portfolio. The acquisition history shows LVMH’s strategic approach to the brand, first buying a stake before becoming a majority stakeholder in 2001. This followed an interesting transaction where both LVMH and Prada each purchased 25.5% stakes in Fendi in 1999.
The brand continues to merit executive attention within LVMH. Recently, the company appointed Pierre-Emmanuel Angeloglou as Fendi’s new CEO, effective June 1, as part of an executive reshuffle. Previously, Angeloglou served as managing director of the LVMH Fashion Group.
Technology and Innovation
Under LVMH ownership, Fendi has embraced cutting-edge technology while maintaining its commitment to craftsmanship. The brand balances tradition with innovation to enhance both customer experience and environmental responsibility.
Digital Innovations
Fendi has invested heavily in digital transformation since LVMH acquired majority ownership in 2001. The luxury brand has developed immersive virtual showrooms that allow customers to explore collections remotely, especially valuable during global disruptions.
Their mobile app integrates augmented reality features, enabling customers to virtually “try on” accessories before purchasing. This technology reduces return rates and improves customer satisfaction.
Fendi has also implemented advanced inventory management systems across their global retail network. These systems provide real-time data on product availability and customer preferences, helping stores maintain optimal stock levels.
In manufacturing, the brand utilizes 3D modeling technology to create digital prototypes before physical production begins. This approach reduces material waste and shortens development timelines for new products.
Sustainable Practices
Fendi is exploring innovative approaches to sustainability under LVMH’s guidance. The brand is leading efforts to develop sustainable, plastic-free lab-grown fur, aiming to maintain their signature aesthetic while addressing environmental concerns.
Their manufacturing facilities have been upgraded with energy-efficient equipment and solar panels to reduce the carbon footprint. Water recycling systems in their tanneries have significantly decreased water consumption.
Fendi has introduced biodegradable packaging across their product lines. They’ve also implemented blockchain technology to trace material sourcing, ensuring ethical standards are maintained throughout their supply chain.
The brand regularly collaborates with tech startups focused on sustainable materials. These partnerships have resulted in innovative textiles made from recycled ocean plastic and plant-based alternatives to traditional leather.
Consumer Data and Privacy
As part of LVMH’s luxury empire, Fendi takes consumer privacy seriously while collecting data to enhance shopping experiences. The company maintains specific policies that govern how they handle customer information across their global operations.
Data Collection and Usage
Fendi collects various types of personal data when customers interact with their brand. This includes purchase history, browsing behavior, and account information.
The company shares purchase data with parent company LVMH in pseudonymized form for up to 18 months.
When shoppers visit Fendi stores or websites, the company may gather:
- Contact information (name, email, phone number)
- Payment details for transaction processing
- IP address for security and location-based services
- Geolocation data to provide relevant store information
This information helps Fendi authenticate users and implement security measures to protect accounts. They also use personal data to prevent spam and customize the shopping experience.
Cookie Policy and Consent
Fendi’s website uses cookies to track visitor behavior and improve site functionality. These small text files help remember user preferences and analyze how people interact with their digital platforms.
Before collecting cookie data, Fendi requires explicit consent from visitors. Their cookie policy clearly outlines:
- What types of cookies they use
- How long cookies remain active
- Which third parties may access cookie data
Visitors can adjust privacy settings at any time through the cookie banner or preference center. Fendi provides options to accept all cookies or only essential ones required for basic website functions.
Search data from the website helps Fendi understand consumer interests and shopping trends. They store this information according to Italian privacy laws, as the company operates under Italian legal jurisdiction.
