As 2027 approaches, Furla, an Italian leather goods house, is also approaching its 100th anniversary. Rather than seeking to dominate fashion conversations, the company has instead focused on quietly earning its place in women’s wardrobes.

This mindset has helped the fashion brand grow to where it is today — not a brand that is constantly making fashion headlines, but instead has made a name for itself as a brand many women have come to love. Here is a closer look at the reasons behind Furla’s longevity.

  1. A Focus On Authentic Italian Craftsmanship

Furla was founded by Aldo Furlanetto in Bologna, Italy in 1927. From the beginning, the brand prioritized authentic Italian craftsmanship, which Aldo Furlanetto wanted to bring to the women of the world.

Leather goods like handbags are a fashion staple, but there is quite a range of styles and quality found in the market today. Even at the time of the company’s founding, there were major differences in design and quality. Furlanetto wanted to develop Italian-made products so that women worldwide could experience a higher level of craftsmanship for themselves.

This craftsmanship-first focus has continued not only in the company’s signature handbags, but also as it has introduced additional related items such as footwear and small leather goods and accessories.

  1. Elegance Without Excess

One of the chief reasons for Furla’s longevity has been its focus on elegance without excess. After all, there is a difference between authenticity and excess, between being elegant and elevated in style and trying to be flashy.

The pieces that are more likely to last aren’t trying to chase trends. They can be influenced by the overall changes in style preferences that happen over time, but they still try to hold onto the timeless quality that continues to look good even as the styles around them change. It’s how both mothers and their daughters can find items they love in Furla’s collections.

This mindset can be seen in how the company’s designs have tried to balance an “understated, but distinctive” look, with sophisticated color use and versatile looks that can be a match for practically any personal wardrobe.

  1. Functional Design That Doesn’t Sacrifice Style

As important as timeless, understated designs have been to Furla’s ongoing success, its craftsmanship emphasis also encompasses the functionality and durability of its products.

True fashion is about more than just how a product looks. When it comes to fashion items and accessories, it is equally important that they are made to last. Something like a handbag should be stylish, but it shouldn’t sacrifice functionality, or vice versa. It should be crafted to go beyond the season in which it is bought and become something that can be relied on over time. After all, handbags are meant to be used every day. For a fashion item to be worth buying, it should also fit into the user’s lifestyle.

Features like interior slip pockets and zip slip pockets, magnetic snap closures, adjustable handles and spacious interiors help improve comfort while also carrying essentials everywhere the users go.

  1. Aspirational and Attainable Pricing

Furla’s longevity can also be attributed to its emphasis on making its products simultaneously aspirational and attainable. While anything that looks luxurious naturally becomes aspirational, when the pricing is too high, and the item is no longer attainable, that aspiration starts to go away.

Because of this, Furla has tried to find the right balance with the price points on its products, believing that designers can still provide something that can offer quality craftsmanship without pricing it out of reach. According to Furla, the idea that great design should still be accessible was part of the company’s founding principles, and continues to hold sway over its products and pricing today.

  1. Creativity and Community

In addition to the products themselves, Furla’s ongoing growth can also be linked to its focus on creativity and community. In 2008, the company established Fondazione Furla, which has helped to support emerging contemporary artists in Italy, as well as cultural exchange projects. This has helped Furla become more than just a brand as it has more fully integrated itself into the country’s artistic and creative movements.

Furla says that these creative investments also pay dividends for the brand, helping it to find new inspiration from Italian artists who share the company’s vision and values. Building this community on a local level keeps the company firmly rooted in its Italian heritage, even as it has expanded to reach a global audience.

Built for Another Century

As Furla’s history reveals, the foundational elements that have sustained the company through its first century are also designed to help it as it moves forward into the next.

With its focus on craftsmanship and quality, as well as attainable pricing and engagement with creative communities, the brand hopes to continue to earn its place in women’s wardrobes.

ITP Media Group newsroom and editorial staff were not involved in the creation of this content.