Fiorelli

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Fiorelli was the brainchild of an Australian marketing guru working for the giant tyre maker Dunlop in the early 1980s. The venture did not gain momentum until the large accessory company, Oroton, acquired the brand name. In 1988 Fiorelli Standard City Equipment was launched with a black and silver handbag collection aimed at the 15-25 year old market, establishing the Fiorelli brand name within a niche market. Due to the brands 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. The ambition was to make Fiorelli the leading accessory brand in the UK, as well as one of the most recognised. By 2004 that ambition was realised and the Fiorelli name was firmly established.

Along with handbags, Fiorelli now specialises in luggage, belts, small leather goods and sunglasses. The brand has four standalone stores in the UK and operates a thriving wholesale business to some of Great Britain’s largest department stores as well as independent retailers. The label has now begun to branch further into the European market, with accounts in Germany, Sweden and Holland.

Brand innovation, meticulous design and high perceived value give Fiorelli the competitive edge. Products always have a fashion edge but remain focused on being practical and usable. Fiorelli handbags are designed in London by a young, ambitious and driven team of designers. Innovation is integral to the team spirit and the designs that are produced.