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Published
Feb 5, 2016
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Fendi reopens Rodeo Drive store

Published
Feb 5, 2016

Fendi reopens its Beverly Hills flagship as part of a bigger planned brand presence on Rodeo Drive.

Rodeo Dr store. Photo: Peter Marino Architect


The original Beverly Hills store was first designed by the internationally recognized award-winning architecture firm Peter Marino Architect back in 2007, who has also designed Fendi’s NY and Rome flagships. It won the Excellence in Design Award from the City of Beverly Hills’ Architecture Commission that year. It also won the AIA New York State Citation for Design award in 2008.

The new Fendi store at 355 N. Rodeo Drive consists of two floors of about 3,500 square feet each. Previously, the entire boutique was about 2,400 square feet. The increased square footage means the store now can offer a larger women’s assortment, as well as introduce its men’s line.

The store is merchandised similar to neighboring retailers, with accessories and handbags on the ground floor. The men’s collection and footwear are at the back of the first floor, along with a textile display. Upstairs houses the entire women’s fashion collection, including footwear.

Fendi CEO Pietro Beccari explains, “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.”

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