They launched its first perfume, Fendi for Women, in 1985. The line has been expanded to Theorema Uomo and Fendi Uomo cologne for men, as well as Celebration and Fantasia perfumes for women. Fendi's fragrance division is set to unleash a new women's scent called Fendi Palazzo, in fall 2007. Other perfumes in the line include Fendi Life Essence and Fendi Donna.
Fashion house Fendi was started in Rome, Italy by a leather and fur shop owner named Adele Casagrande. When Adele married Edoardo Fendi in 1925, they made a decision to change the company name to Fendi. As the company continued to grow, each of Adele's five daughters joined the family business. Edoardo died in 1954, leaving the business solely in the hands of Adele and her daughters. In 1965, German designer Karl Lagerfeld joined Fendi. Lagerfeld created the inverted "FF" logo, which would eventually become a worldwide status symbol.
Today, the company is owned by LVMH Moët Hennessy Louis Vuitton S.A.Group. There are currently over 100 stores worldwide, with a flagship store on New York City's Fifth Avenue. Although their boutiques are scattered across the globe, Fendi remains faithfully stationed in Rome.