About Fiorelli
The 1980's-
Fiorelli is born as the brainchild of a marketing guru in Australia, working for a tyre company.
Accessory company, Oroton, take over the brand.
1989-
Standard City Equipment is launched with a black and silver handbag collection aimed at the 15-25 market, establishing Fiorelli within a niche market.
Oroton executives make the decision to expand Fiorelli into Europe, specifically targeting the UK market.
1990-
The Fiorelli brand is launched in the UK.
1991-
Fiorelli takes the London fashion scene by storm and the bags are a success with young consumers.
1995-
Oroton fail to continue to capture the fickle fashion consumers attention and sales of Fiorelli start to decline.
UK company, The Lunan Group, buy the Fiorelli name and re-launch the brand.
Their aim was to target a wider age range by developing a strong, core range of black 'city basics', with a fresh, appealing advertising campaign.
Mid 1990's-
Fiorelli is launched in Scandinavia.
1997
The first Fiorelli store is opened in Lakeside Shopping Centre, Thurrock.
1999-
After success in Lakeside, Fiorelli opens a second store in Bluewater Shopping Centre, Kent.
2001-
Fiorelli expand their product offering and launch the Lacerta Luggage range, designed to compliment the handbag range and cater specifically for the female market.
2002-
The first Fiorelli Gift range is introduced, providing the perfect solution to Christmas present dilemmas.
2003-
The Ludlum bag hit the shops and went on to be one of the biggest selling bags for Fiorelli. This range epitomised the aim of Fiorelli, core with a fashion twist, one that appealed to every woman, from 15 to 85!
Ludlum heralded the beginning of Fiorelli's success story.
Fiorelli opens a store in The Bullring, Birmingham.
Fiorelli is launched in The Netherlands.
Fiorelli is launched in Germany.
2005-
Fiorelli launch their first range of sunglasses under a licence agreement.
2006-
Fiorelli re-brands, introducing a new look logo to reflect a more feminine mood.
New showrooms are unveiled at the Fiorelli Head Office in London.
Fiorelli celebrate runner-up position in the Company High Street Awards, Best Bag Category, voted for by the readers of Company Magazine.
Fiorelli introduces a new Business Collection, aiming to provide stylish portfolios and laptop bags for the fashion conscious career woman.
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