Italian luxury label Fendi has opened its first UK travel retail store, located at Heathrow Airport Terminal 4.

The brand said the boutique showcases Fendi’s “core values and artistic passion”. It added that the opening “presents an exciting new story for the Roman Maison”.

Fendi Chairman and CEO Serge Brunschwig commented: “The passage of travellers through Heathrow is highly qualitative and continually increasing.

“Now is the right time for us to move into the airport market in the UK – we wanted to wait to establish a strong retail footprint in London before moving into this sphere and we intend to create a good network of stores within the key airport terminals in the coming years.”

Fendi said its new Heathrow Terminal 4 boutique is just the first of many planned UK airport openings.

The Heathrow boutique reflects Fendi’s international store concept and features warm colours and a contemporary feel designed to “embody the innovative spirit, creativity and penchant for quality” of the fashion house. Gold and marble elements reference the company’s Roman origins.

Men’s and women’s leather bags, accessories and fur charms are available as well as small leathergoods. A selection of catwalk ready-to-wear is also on offer.

From early December, Fendi will also open a pop-up kiosk on the concourse outside the store, which will be open until late February.

The pop-up, which again is Fendi’s first in the UK, is aimed at gifting and the holiday season. The Fendirama collection, which the brand describes as “perfect for gifting”, will be available alongside small travel accessories.

Limited-edition items from the Chinese New Year 2019 collection will also be available, as will a selection of accessories from the latest catwalk collection.

Visitors to Heathrow can now explore the fashionable world of Fendi, a storied Italian house with an eye for the avant-garde.

Heathrow Head of Luxury and Fashion Ben Crowley said: “We are delighted to bring Heathrow passengers this beautiful new Fendi store. This latest exciting brand is loved the world over and is a fantastic addition to Heathrow’s luxury line-up, enhancing our reputation for housing the best in International luxury brands.

“Terminal 4 customers will have the unique opportunity to purchase an iconic item like the classic Peekaboo for loved ones, or themselves, just in time for Christmas.”