MILAN — Fendi Casa’s collection is expanding, reflective of an increasing desire from Fendi customers to be a part of the brand’s lifestyle, in keeping with Alberto Da Passano.

The chief executive officer of Fashion Furniture Design, or FF Design, the three way partnership Design Holding and Fendi established in 2021 to provide and distribute the Casa collections, identified throughout a visit on the brand’s sprawling flagship in Milan the various references that connected the furniture to the Rome-based luxury label. “Every bit, every accessory and object is consistent with Fendi’s style and luxury positioning,” said Da Passano.

For instance, during Design Week, Fendi Casa introduced the The Peekasit sofa in collaboration with Controvento design studio, inspired by Fendi’s signature Peekaboo bag. It’s structured in leather, and shown in the shop with fluffy shearling upholstery. Da Passano highlighted that it featured similar metal and leather details seen within the Peekaboo bag.

The Blow Up sofa, also by Controvento, is a modular sofa that revisits the Pequin pattern.

Positioned in a landmark constructing in Milan’s Piazza della Scala, the 7,560-square-foot store with 13 windows opened last yr, marking a key step within the evolution and expansion of the brand. Design Holding is jointly controlled by Investindustrial and The Carlyle Group. Founded in November 2018, Design Holding comprises design, furniture and lighting corporations B&B Italia, Flos and Louis Poulsen, amongst others.

As he presented the Taiko modular sofa designed with Piero Lissoni and the Groove & Groovy armchair, this season unveiled in a fun orange long-hair shearling version, Da Passano said that upholstery — sofas and armchairs — are amongst Fendi Casa bestsellers, representing 40 percent of sales, but “there remains to be lots of growth potential within the segment,” he opined.

While the chief declined to supply financial details, he said he was pleased with a business that’s growing “in step with expectations” and more balanced in numerous geographic markets, particularly the U.S., Asia and the Middle East. China now represents 30 percent of revenues — progress, he said, compared with the past when the brand was more depending on that market.

Since taking up Fendi Casa, the collections have change into “more sophisticated” than up to now, when the FF logo was enough to drive business. “Customers now discover the small print,” he said, citing the arches within the low tables which might be harking back to those of the Palazzo della Civiltà, Fendi’s Roman headquarters. “The connection between fashion and design may be very strong,” he observed. The O’Lock vanity cabinet is one other example, inspired by the brand’s signature design.

The brand new lighting offer through a collaboration with Louis Poulsen included the Artichoke in a yellow glass version — Fendi’s signature color.

Da Passano said Fendi Casa’s credibility and authority has been established and that contract is increasingly relevant for the brand. He said that a latest residential project in Crans-Montana, Switzerland, will probably be accomplished in a few years.

Regularly expanding the Fendi Casa flagship network can be on the map and after the opening in Miami last November, a store in Shanghai will bow in Shanghai on July 1, spanning 7,560 square feet over two stories. “This helps us establish our mark in our key markets,” said the chief.

He also identified that Fendi Casa revisits a few of its pieces, reminiscent of the Margaret armchair, in the idea that some designs are timeless.

Bar cabinets, a latest tableware set with orange details, latest marble tabletops on low coffee tables, and lots of accessories, from photo frames and trays to blankets, along with latest outdoors furniture, complete the extensive and comprehensive collection.

Asked about future potential developments, Da Passano imagines the event of the kitchen segment, which, “in due time,” may very well be produced with Arclinea, which can be a part of the Design Holding group.