• Refurbished building includes hotel, roof restaurant
  • Label mirroring strategy of fellow LVMH brand Louis Vuitton

Italian luxury brand Fendi will unveil its restored Palazzo Fendi palace in central Rome Thursday as it seeks to woo the richest shoppers.

After a refurbishment lasting about a year, the building will include a “by invitation only” suite, a seven-room hotel and a roof restaurant. The customer experience “will link that person to our brand,” Chief Executive Officer Pietro Beccari said in an interview Wednesday with Bloomberg TV. “It’s a place to cement a relation.”

Pietro Beccari, chief executive officer of Fendi SpA at Palazzo Fendi, Fendi's restored flagship store and private suites hotel in Rome, Italy.
Pietro Beccari, chief executive officer of Fendi SpA at Palazzo Fendi, Fendi's restored flagship store and private suites hotel in Rome, Italy.
Photographer: Alessia Pierdomenico/Bloomberg

Fendi is mirroring the strategy of Louis Vuitton, also part of France’s LVMH, to make even the wealthiest customers feel special. Maintaining exclusivity is becoming more challenging for luxury labels as the industry’s growth slows amid collapsing demand in China and a strengthening dollar.

Beccari said Fendi is looking at Australia and Canada as potential new markets as it seeks to keep up last year’s revenue growth. “There are areas where we want to be present with physical stores opening, but also with e-commerce,” he said.

An employee adjusts a display of Baguette Bags at Palazzo Fendi.
An employee adjusts a display of Baguette Bags at Palazzo Fendi.
Photographer: Alessia Pierdomenico/Bloomberg

Online, Fendi is targeting Japan among several countries where it is looking to apply a policy of charging the same price as it does in shops.

Beccari said he’s not overly concerned by the slowdown in China’s growth.

“For a luxury brand, China is a must-go market,” he said.

The stairwell in Palazzo Fendi.
The stairwell in Palazzo Fendi.
Photographer: Alessia Pierdomenico/Bloomberg
A chaise longue sits in the Palazzo Prive, a salon for top clients and VIPs at Palazzo Fendi.
A chaise longue sits in the Palazzo Prive, a salon for top clients and VIPs at Palazzo Fendi.
Photographer: Alessia Pierdomenico/Bloomberg
A DotCom Bag, manufactured by Fendi SpA, sits on display for sale at Palazzo Fendi.
A DotCom Bag, manufactured by Fendi SpA, sits on display for sale at Palazzo Fendi.
Photographer: Alessia Pierdomenico/Bloomberg
A bathtub stands in a bathroom of a suite of Fendi Private Suites inside Palazzo Fendi.
A bathtub stands in a bathroom of a suite of Fendi Private Suites inside Palazzo Fendi.
Photographer: Alessia Pierdomenico/Bloomberg
Furniture sits in the lobby of Fendi Private Suites inside Palazzo Fendi.
Furniture sits in the lobby of Fendi Private Suites inside Palazzo Fendi.
Photographer: Alessia Pierdomenico/Bloomberg
A customer exits at Palazzo Fendi.
A customer exits at Palazzo Fendi.
Photographer: Alessia Pierdomenico/Bloomberg
A marble shower stands inside a bathroom of a suite of Fendi Private Suites inside Palazzo Fendi.
A marble shower stands inside a bathroom of a suite of Fendi Private Suites inside Palazzo Fendi.
Photographer: Alessia Pierdomenico/Bloomberg
A suite features multiple living spaces in the Fendi Private Suites at Palazzo Fendi.
A suite features multiple living spaces in the Fendi Private Suites at Palazzo Fendi.
Photographer: Alessia Pierdomenico/Bloomberg
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