In the Nineteen Seventies, when the baton was passed on to Aldo Furlanetto's children Giovanna, Carlo and Paolo Furlanetto, the first collection of bags marked with the Furla logo was launched. Giovanna flanked her father with her own stylistic contributions, while Carlo and Paolo were mostly in charge of the brand’s strategy for growth. Combining creativity with a far-sighted entrepreneurial spirit, they pushed the company towards the future through constant innovation, the choice of strategic markets and the conception of new products and materials, often the result of numerous travels that have brought Furla into contact with constantly diverse and stimulating firms and markets.

The company's expansion and innovation project continued through the strengthening of the global and retail distribution network, greater flexibility in the Supply Chain, and product research and development.