The New Fendi Boutique in South Africa opened its doors on 3rd December 2009. The Boutique is located inside the iconic Sandton City Shopping Centre, in the heart of Johannesburg

Fendi began in 1925 as a small handbag and fur shop in Via del Plebiscito in Italy by a married couple named Edoardo and Adele Fendi. The shop instantly does well because of the quality of workmanship. In 1932, the Fendis open another shop and the Fendi name spreads. In 1946, the Fendis' five daughters begin working for their parents' company. The sisters meet Karl Lagerfeld and in 1965 hire him as a designer for Fendi. Under the hands of Karl Lagerfeld, the "double F" that is the symbol of the brand Fendi is born. Fendi's first clothing line is developed in 1977, and expanded in 1984. In 1997, the classic Fendi "baguette" bag is introduced, and quickly becomes a cult object. In 2005, the "Spy Bag" is introduced and in 2006 the "B Fendi Bag" is marketed. Both bags are instantly successful. Fendi then teams up with Prada and the LVMH Group. Flagship stores in London and Paris open. 2005 marked Fendi's 80th anniversary. To celebrate, Fendi opens the largest Fendi store in the world in Rome. In 2009, Fendi has 160 boutiques in 25 countries in the world.

www.fendi.com