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In 1925, the house of Fendi is born with the establishment of the first handbag shop and fur workshop in Via del Plebiscito, Rome. The new Fendi business, led by the young couple Edoardo and Adele Fendi, immediately wins great acclaim for the quality of its products. For the Roman bourgeoisie, a trip to "Fendi at the Plebiscito†becomes a date with a certain prestige. As the business grows, the fur workshops expand and between the 1930s and 40s, the Fendi name, already well known in Rome, becomes famous outside of the capital city.