“We sell to wealthy people — the very wealthy,” says Mariagrazia Catelli, manager of New York’s first Fendi Casa store, at 153 Madison Avenue on the corner of 32nd Street.

This story first appeared in the October 10, 2013 issue of WWD. Subscribe Today.

Fendi’s leather sofas, priced $25,000 to $30,000, can be had with such signatures as the brand’s horse emblem embroidered in the cushions, or the “selleria” fine stitching. While sofas represent the core of the collection, customizing products, with a selection of more than 400 fabrics and 100 leathers, and presenting a balance between classic and contemporary styles, are also central.

“All of our leathers and fabrics come from high-end suppliers. We get very specific with the cows and the pieces of skin that we select,” Catelli said.

The offering covers products for the living room, dining room, kitchen and bedrooms, including tables, chandeliers, countertops and fur throws, and draws a design connection to Fendi ready-to-wear and furs. The Madison Avenue site had a soft opening on Sept. 21, and officially opens Oct. 23. There are only five other Fendi Casa stores — two in Milan, and one each in Paris, Miami and Los Angeles, though a location is being planned for London, according to Catelli.

Signs on the storefront read Fendi Casa as well as Luxury Living, which is the exclusive retail umbrella for selling Fendi Casa, as well as the Bentley and Heritage home lines. Fendi Casa, however, dominates the space, occupying 60 percent of the two-level, 11,000-square-foot store. Heritage is Luxury Living’s private brand. Bentley, Heritage, Fendi Casa and Luxury Living are part of Club House Italia, the furniture company in Forli, Italy.

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