Luxury Italian fashion house Fendi will 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 (northeast industrial city), and Guangzhou.
Fendi is not going down the path of mega-stores. Rather, its new stores, which will be no more than 6,500 square feet, are about service and unique products.
The company’s chief executive officer Michael Burke has plans for Asia. First up, an image makeover. Expect Fendi to change from just “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 Burke.
Fendi’s China strategy is its Asia strategy.
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 given emerging new cities that cater to a budding middle class and where prime real estate sites are still to be found.
photo credit: fendi