MILAN — Furla is gearing up for a major birthday celebration, turning 100 years old in 2027.
In a first step toward this milestone, during Milan Fashion Week the brand introduced a new handbag, revisiting the archival Lynette model.
During the Furla Cinemania event at the Foyer Alla Scala, chief executive officer Eraldo Poletto underscored the brand’s “extraordinary archives, which show how modern Furla has always been,” enthusing during the interview about the craftsmanship of its artisans.
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Poletto has years of experience at Furla. He rejoined the Bologna-based brand in the summer of 2024, succeeding Giorgio Presca as CEO, after having held the role in the 2010 to 2012 period, exiting to join Dunhill, returning in 2013 and leaving again in 2016 for Salvatore Ferragamo. He also led brands including Stuart Weitzman, Santoni and Diesel.
He has been working on Furla’s turnaround, streamlining unprofitable stores, rationalizing production and operations, “intervening on costs and supply chain, and improving margins,” contending the company is now “ready to jump. The right foundations are there, its joyfulness, playfulness and quality are strong assets.”
While declining to provide financial figures, Poletto said he had also been focusing on cutting stock keeping units, improving inventory and leveraging Furla’s bestsellers and the speedy reaction that is required in the current market scenario.
He admitted Furla’s strength and value in offering “value for money” products had been neglected, and are now restored.
Defined by its relaxed hobo silhouette and available in three sizes, the Furla Lynette’s softly structured shape features two maxi zip pockets across the front and layered leather details.
Each bag is numbered and features an internal metal label bearing “Furla Archivio,” together with a leather tag carrying the Furla lettering on the front and “Milan Fashion Week Furla Archivio” on the reverse.
For its debut, the Lynette was presented in an exclusive textured suede version in a palette of chocolate brown, cognac, winter bloom, mustard yellow and cobalt blue.
Four playful charms were created especially for Furla Cinemania, the event staged during fashion week, with emerging K-pop five-member boy group Keyvitup joining as special guests. These included a popcorn bucket, silver 3D glasses, a soda cup and a clapperboard.
Poletto praised Furla president Giovanna Furlanetto, who played a key role in the development of the family-owned company, and her eye as “a woman designing for women.”
Furla has solid markets in Europe and Japan and it sells well with Americans either traveling or buying online, as further penetrating the U.S. is a growth avenue, Poletto said.
There are 170 stores around the world. A new concept store was unveiled in Macao earlier this month and Furla is relaunching a new online site in October.
Marking the centenary, Furla has coproduced a short film with BBC, which will be released late in 2027 surrounding events that will mainly be held in the second half.
