Furla is moving into the accessories market.
The family-owned Italian business is known for its leather handbags but is now adding eyewear, footwear, jewellery and watches to its collection. This marks a bid to transform itself into a lifestyle brand that appeals to a wider audience.
A firm favourite of stars including Olivia Palermo, the company is now ready to go head to head with others that offer more than just arm candy.
“We are not just a handbag shop. We’ve grown a lot over the past three years, and we now need to make the leap to compete in a market that is more dynamic than ever,” Eraldo Poletto, Furla’s chief executive officer, told WWD.
“We’re positioned well, we’re not competing with the likes of luxury companies such as Prada, Louis Vuitton and Gucci, but we are fighting against them for prime real estate space and, in this case, size matters.”
Although the company are getting ready to expand their product line, clothes are not on the agenda for the brand.
With stores in Tokyo, Beijing, Shanghai, Hong Kong, Dubai, Moscow, Rome, Florence, London and New York the brand holds a global appeal.
The Furla shops are also undergoing a change, with many getting a revamp that has been inspired by the firm’s headquarters in an 18th-century villa in Bologna, Northern Italy.
Materials including rosewood and Italian travertine marble are being installed in Furla sores around the world, for a lighter and more modern feel.
A new flagship store on Manhattan’s Fifth Avenue is also in the pipeline.
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