Fiorelli is a
fashion
Fashion is a form of self-expression and autonomy at a particular period and place and in a specific context, of clothing, footwear, lifestyle, accessories, makeup, hairstyle, and body posture. The term implies a look defined by the fashion in ...
brand
A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create an ...
. The venture did not gain momentum until the large accessory company
Oroton
Oroton is Australia’s oldest luxury fashion company founded in 1938. The company’s main product category is leather bags for women and men. The company sells other products such as eyewear, accessories and small leather goods, and launched i ...
acquired the brand name. In 1988 Fiorelli Standard City Equipment was launched with a black and silver handbag collection aimed at the 15- to 25-year-old market, establishing the Fiorelli brand name within a niche market. Due to the brand's overwhelming success in Australia, Oroton saw fit to expand into Europe, specifically targeting the UK.
Fiorelli was first launched in the UK in 1990, with the present owners of the brand, The Lunan Group, taking over in 1995. The team at the Lunan Group, headed up by brothers Stuart and David Lunan saw the potential to re-invent the brand by broadening its appeal in the UK market.
Along with handbags, Fiorelli makes luggage, belts, small leather goods and sunglasses. The brand has nine standalone stores in the UK including Bluewater, Canary Wharf & East Midlands, and operates a thriving wholesale business to some of Great Britain's largest
department store
A department store is a retail establishment offering a wide range of consumer goods in different areas of the store, each area ("department") specializing in a product category. In modern major cities, the department store made a dramatic app ...
s as well as independent retailers.
In 2007 Gecko Jewellery was invited by Fiorelli to create two distinct lines of jewellery and create Fiorelli Jewellery brand.
["In 2007 Gecko Jewellery was invited by Fiorelli]
"Fiorelli Jewellery Official Website - about us page"
Retrieved on 15 September 2012. Fiorelli Silver collection is a range of sterling silver jewellery enhanced with
rhodium
Rhodium is a chemical element with the symbol Rh and atomic number 45. It is a very rare, silvery-white, hard, corrosion-resistant transition metal. It is a noble metal and a member of the platinum group. It has only one naturally occurring isoto ...
with an emphasis on design. Fiorelli Silver is aimed at retail jewellers with high street premises. Fiorelli Costume Collection is a cheaper range that supposedly maintains a high quality production and design but uses cheaper materials such as imitation turquoise. Fiorelli Jewellery has a style not too dissimilar to the more expensive peer Ti Siento{{citation needed, date=September 2012 and it was only from 2009 that sales were permitted online (Fiorelli Costume Collection 1 debuted in 2007). There are typically two Fiorelli Costume collections released a year although the most popular lines from the last season may move into the next.
External links
Official website*http://www.itluggagereviews.com
References
Fashion accessory brands