The Fendi culture flourished unabated and their success story can be summed-up as follows:

1966:The revolutionary fur collection was ready for the press and buyers alike in the first couture collection designed by Karl Lagerfeld. Success was instantaneous and the international market started paying special attention to this new theme and name attached.

1968: Following the rapid expansion of Fendi products, the Fendi bags were noticed by in Rome by Marvin Traub. He was the legendary President of Bloomingdale and a refined and renowned talent scout.  The first display of Fendi bags in USA, took place in New York. In the same year the Fendis’ organized a fashion show in Japan. Mr.Sakai , President of the AOI , a leading distributor in Japan of luxury goods, was highly impressed. Fendi started its expansion programme in Japan.

I969: The year saw the RTW fur collection by Fendi which combined with the craftsmanship , research and expertise resulted in beautiful furs at reasonable cost. Fendi then showcased the RTW furs to Palazzo Pitti in Florence where foreign buyers were introduced to the new lines. Fendi could attract the American stores where both leather goods and furs could be marketed jointly. At the same time, the Fendi bags were in great demand and became a fashion symbol. Another notable achievement was classic canvas created as an alternative to leather.

1977: The second line of RTW apparel collection appeared to compliment the already impressive fashion image. Just like furs and bags, the Fendi coat and dress was appreciated for its distinctive look and craftsmanship.

1984: Fendi diversified into a series of accessories , new products and lines like gloves, ties, glasses, lighters, pens, jeans that represented the exclusive wide world of Fendi.

1985: An important year that ushered the sixty years in the business for Fendi and completion of twenty years of association with Karl Lagerfeld. To celebrate , the first fashion exhibition was organized by Fendi in the National Gallery of Modern Art in Rome , the first such exhibition in a National Museum in Italy.

1986: The President of Italy presented Paola Fendi, the title of “Cavaliere del lavoro”. In effect it was recognition of Fendi dynasty in general.

1987: Fendis’ third generation launched Fendissime, a line of sportswear and accessories , conceived for young clientele.

1989: Fendi Uomo, a man’s fragrance was launched. This year Fendi opened its flagship store in the USA on Fifth Avenue , New York . With its enormous 22,000 sq. ft space, it had the entire Fendi world under one roof.

1990: Fendi launched Uomo menswear. It contained the entire range of menswear and accessories.

1992: Fendi reorganized the entire activities which were scattered all over Rome , within one compound of 13000 sq.m. area.

1995: Carlo Fendi became President of the Board of Directors of Fendi in place of Paola.