PARIS — Fendi has joined the Rue Saint-Honoré juggernaut, planting a 2,600-square-foot boutique amid such luxury neighbors as Chloé, Alexander McQueen, Valentino and Roberto Cavalli.
The one-level unit at number 265, which opened quietly over the weekend, showcases women’s ready-to-wear, furs, handbags, shoes and accessories collections designed by Karl Lagerfeld and Silvia Venturini Fendi.
Fendi highlighted brisk sales of its new Dotcom Click bag, its Strap You interchangeable shoulder straps and Peekaboo bags in exclusive combinations of Selleria leather.
In Paris, Fendi also has a flagship boutique on Avenue Montaigne, a dedicated men’s store on Rue des Archives and shops-in-shop at Printemps, Galeries Lafayette and Le Bon Marché.
The Roman brand took up a space with prominent frontage previously occupied by Patrizia Pepe and a stone’s throw from Rue Cambon, where Chanel is reconfiguring neighboring buildings on Rue Duphot and Rue Saint-Honoré for an expanded flagship with two storefronts.
Other recent arrivals on the street include Brioni, Coach, Tory Burch and Marc Jacobs. As reported, Stella McCartney is to open a 2,000-square-foot location at 231 Rue Saint-Honoré by the end of the year, doubling her Paris presence.
Pietro Beccari, president and chief executive officer of Fendi, said the opening reflects that Paris, while recently hit with a sharp drop in tourism due to terror fears, remains “one of the world’s most important cities when it comes to fashion, culture and design and a very important market both for local and international clients.”
Colorful accessories and quirky decor features give the store a lively feel. Examples of the latter include foot-tall mannequins dressed in miniature versions of the fall collection, furs included.
Framed sketches by Lagerfeld, who has designed furs and rtw since 1965, are also striking features in fitting rooms and the fashion salon. Other wall hangings include squares of intarsia furs, demonstrating savoir faire in progress.
Luxurious finishes in the store include Travertine marble for the facade and stairs, Versailles parquet for floors, burl wood for rtw cases, lacquered walls and patina bronze displays.
Furniture includes a daybed by Pierre Jeanneret, a velvet chair designed by Carlo de Carli for Cassina, a chrome plated coffee table by Osvaldo Borsani and a sofa and a coffee table by Gio Ponti.
Fendi is owned by French luxury group LVMH Moët Hennessy Louis Vuitton.