Gucci is an Italian high-end luxury fashion house based in Florence, Italy. Its product lines include handbags, ready-to-wear, footwear, accessories, and home decoration; and it licenses its name and branding to Coty, Inc. for fragrance and cosmetics under the name Gucci Beauty. Gucci was founded in 1921 by Guccio Gucci in Florence, Tuscany. Under the direction of Aldo Gucci, Gucci became a worldwide-known brand, an icon of the Italian Dolce Vita. Following family feuds during the 1980s, the Gucci family was entirely ousted from the capital of the company by 1993. After this crisis, the brand was revived with a provocative 'Porno Chic' props. In 1999, Gucci was acquired by the French conglomerate Pinault Printemps Redoute, which later became Kering. During the 2010s, Gucci became an iconic 'geek-chic' brand. In 2019, Gucci operated 487 stores for 17,157 employees, and generated €9.628 billion in sales.