The Madison magazine in their Australian edition in January’08 wrote in their article “in the bag” that “ three generations of the Fendi family have their stamp on the famous fashion house” which certainly express the views of millions of Fendi clienteles all over the world.

Adele and Edoardo could possibly never imagined that their small leather goods and furs outlet in Rome, will become a world famous fashion house. Within seven years of its inaugural shop in 1925, the second one came up and the business grew in leaps and bounds. Soon Fendi products became well known and famous in Italy. All of the five Fendi’s five daughters who were so long silent participants in all the rudiments of day-to-day business activities, joined officially in the business in 1946. So, it was a smooth take over of the business for these five daughters of Edoardo when he died in 1954.

The second generation of Fendi took its roots in the business activities in a very organized manner when five sisters allocated responsibilities amongst themselves. Anna was responsible for designs and accessories, Paola was for pelts, Franca was looking after luggage and leather shops. Alda run the fur salons and Carla took the advisory and coordination part of the business.  The family tree’s involvement in the Fendi business did not end there. Anna’s daughter Silvia Venturini Fendi, the third generation of Fendi , came into the limelight by designing the most famous brand of Fendi Bags, “Baguette”.

Marvin Traub, President of Bloomingdale’s discovered Fendi’s leather goods and introduced them to the U.S.A. Due to instant success and growing popularity, other outlets followed soon. Today Fendi is represented through only high-end department stores. As on today the most impressive accessories of the company may be seen on the arm of celebrities and signature bags like the Spy, buckled B-bag, embellished bucket bag are often in high demand inspite of its astronomical price tag attached.