The luxury line Fendi develops some of the most in-demand fashions of the day, including expensive handbags adorned by some of the world's most famous celebrities. Like most reputable fashion lines, however, Fendi didn't automatically start out with their merchandise flying off the shelves. It took hard work, dedication, and a little bit of luck before this brand stood out above the competitors.

A lot of the fashion moguls in 2009 have been around for a long time, and while Fendi doesn't set any records for being the oldest around, they are pushing close to a century in age, starting out in 1925 when Edoardo and Adele Fendi married in del Plebiscito, Italy, and decided to start up a leather goods store.

The tiny shop produced very trendy and expensive bags for the time, working with high-quality material and professional craftsmen. The workmanship made them an instant success in their respective territory, but the rest of the rest of the world wasn't so eager to buy the bags.

As word got around the province in Italy that Fendi was the new “in” design, the couple decided to capitalize on the success and expand their operation. They opened a larger shop in the town of Veneto, and when their items proved to be a success there, the Fendi's started working in expensive furs to expand their line. Before long, they moved their operation to the heart of Italy, Rome, and it wasn't long until the whole of Western Europe was privy to the Fendi line.

Women of the day were instantly drawn to the unique and cutting-edge designs of the line. Throughout the 1940s and 50s, the brand exploded throughout the region, enabling the first couture line to be released in 1966 to very high praise. By that time, Fendi had a new designer, Karl Lagerfield, who took the brand to the international market where the success never slowed down.

During the late 1970s, Fendi started to show up attached to some of New York's Upper East Side well-to-do women. Soon after the buzz in the Big Apple peaked, Fendi expanded to the west coast, mainly California, where the starlets of the 1980s were all too happy to run with the trendy style.

The furs and handbags were gigantic international sellers, even being one of the highest priced names in fashion. This prompted Fendi to delve into other accessories, including shoes and dresses.

In the years that followed, Fendi further expanded on their still-growing success. Once a brand primarily for women, they even started developing some items for the fashion-conscious men of the day, including ties and jeans.

Other Fendi items included lighters, pens, hats, gloves, sunglasses, and updated versions of their classic furs and handbags. In 2009, Fendi is still one of the world's most recognizable fashion brands, and they haven't shown any signs of slowing down.