I was kindly invited to the opening of the Fendi store in Sandton, Johannesburg. I was welcomed with a two string orchestra playing notes from a classical piece.  Just before entering the big glass doors, on my right a display window captures my attention; it is the famous Fendi Baguette bag!  

As my heart flutters and then easies to the familiarity of this vintage Baguette design, I notice the intricate, colourful stitching of the letter F for Fendi on both black and white bags. With summer in full swing and spring just behind us, these bags add the colours of the blossomed flowers that you see everywhere in Johannesburg to your outfit.

I am now eager to see what the new ‘It’ bag from Fendi is. Funny enough, when the sales assistant starts illustrating the history of Fendi, we are standing right in front of the It ‘Peekaboo’ bag.  She begins by telling me that the bag is meant to be carried with one side ajar, while hanging from a bent arm; this is to show of the treasured detail that is within the bag. First thing I notice, is its similiarity to an old fashioned doctor’s medical bag, and then for its size. Though much lighter than a real doctor’s bag, ‘Peekaboo’ does not fall to the left or the right, it just stands. However; a bag that is left ajar in South Africa....hmm, not too sure about that! So I point out this concern and she then refers me to the other side of the bag which can be closed securely and can carry all the necessary luggage, e.g. cell phone, wallet, keys, makeup bag, small note pad, magazine, may be even a laptop. 

Like all Italian made bags, the leather is exceptional; you have a choice in different types of leather materials and different types of details to be added. 

My other most favourite bag is the ‘Spy Bag’ it is a sure best seller for Fendi. The name was inspired by the small mirror on the clasp that you can use to apply lipstick or see who is watching you from behind! It comes in different colours each season.

Another of their range is The Seleria, which was first created in 1925 by master saddlers and then reinvented in 1990 in to softer leather. Indeed, the conspicuous hand stitching is impeccable but yet still allows the bag to be simple.

The Fendi store has a clean flowing interior; with dark wood, marble, glass and metal finishing. Like high-end stores; the ambience is welcoming, dim lights, soft music and items are placed sparingly. The staff are well knowledgeable about the product and look professional in their black, pant suit uniform.

It is exciting to see that South Africa is still being seen as an opportune market for international retailers and suppliers to invest here even through this economic depression.