Fendi is an Italian luxury fashion house, that was established by Adele and Edoardo Fendi in Rome in 1925. From its inception, Fendi has been known for its luxury and opulence. At first, they started with the manufacture of leather goods while very quickly they dove into the fur business. Leather goods and furs are the main reasons why Fendi is so popular to this day. The house today produces fur, ready-to-wear, leather goods, shoes, fragrances, eyewear, timepieces and accessories. The brand identity is described as strong and powerful due its historical heritage.