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Debdatta Das

New Delhi, Aug. 16 Fendi, the fur and leather brand from the world’s largest luxury stable, LVMH Group, said it would set up six stores within a span of 5 years in India.

“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 company’s shares till 2001 were held by Prada, the LVMH Group and the Fendi family, before LVMH fully acquired it in 2004. “Fendi entered India in November 2006, when the first 3,000 sq. ft. boutique was set up at the Taj Mahal hotel in Mumbai. Our plan for India is to have a presence across all major cities in the country within the next five years,” said Mr Ganes.

The company intends to set up more stores in Mumbai, followed by Delhi, Bangalore, Hyderabad, Chennai and Kolkata. The stores in Delhi and Bangalore will be opened by the first quarter of 2008 and will showcase the entire Fendi range including, handbags, apparels, footwear, eyewear and watches.

On internal competition from other LVMH brands such as Louis Vuitton and Christian Dior, Mr Ganes said: “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.”

The company initially plans to begin its store roll out with five star hotels, followed by specialised luxury malls, with the third phase of being present at high street locations in the country. “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,” said Mr Ganes.

Fendi was established in 1925 as a small handbag shop and fur workshop in Rome by a young couple Edoardo and Adele Fendi. Around 1960s the brand went global before being bought over by the LVMH Group.

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