Fendi is boosting its presence in the U.S., opening a new store in New York's SoHo district and its first units in San Francisco and Dallas. “There is such growth potential in the U.S. for the brand,” said chairman and chief executive officer Pietro Beccari. “Fendi has matured and it needs to be expressed on bigger surfaces. There is a more expansive and complete assortment that now also includes a wider selection of men’s wear and these new venues allow us to present our product offer in a pleasant environment.”

The company, explained the executive, is venturing into new cities but also working on making the existing locations “more beautiful and welcoming,” at times relocating, citing as an example the move from Fifth Avenue to Madison Avenue at the end of 2014. The new unit in SoHo follows a temporary store that opened in 2014.