The relocation takes Fendi to 201 North Rodeo Drive, with work on the new space beginning in June.The new boutique totals 6,100 square feet, with about 3,500 square feet of selling space across two floors. That compares with about 2,400 square feet of selling space in the previous location.
New to the boutique is the men’s collection, along with an expanded women’s offering.
“With this new store we introduce the men’s collection to our rapidly growing male customer base and further expand our offering from the women’s collection,” chief executive officer Pietro Beccari said. “While Fendi has long-held ties to Hollywood through decades of collaborations with the film industry, our expansion in this market is even more important given the global appeal and significance of Beverly Hills.”
Shoppers walking through the doors will be greeted at the entrance by a wall of about 25,000 bronze spikes where the company’s Peekaboo and Baguette bags are displayed. The ground floor also showcases women’s accessories and textiles.
A staircase of Navona travertine steps to the left of the entrance leads to the second floor, where, on the landing, a floor-to-ceiling tablet of patchworked furs, similar to Fendi’s Madison Avenue boutique, hangs. The second floor carries women’s shoes, ready-to-wear, fur and more handbags.
adapted from WWD
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