Gucci''''s sons, Rodolpho, Aldo, Ugo, and Vasco, all joined their father in the company, and things were going very well for them. Two more shops were opened in Italy, one in Milan and a second store in Rome. Guccio passed away in 1953, leaving the House of Gucci to Rodolpho and his brothers.
 The Gucci label continued to grow and thrive, opening more boutiques in London, Paris, New York, Palm Beach, and Tokyo. Celebrities such as Audrey Hepburn, Grace Kelly, and even Jackie Kennedy were buying the Gucci brand, and more importantly, being photographed wearing it. The GG logo was born around this time, featuring the initials of Guccio Gucci. This was the heyday period for Gucci, and interest in their clothing, accessories, and shoes were at an all time high.
With all of their success came business disagreements and family battles. In the 1980s the company was resting with Rodolphos son, Maurizio Gucci. By 1989, 50% of the company had been sold to a group out of Bahrain, called Investcorp. Things continued to go downhill for Gucci, as they were hastily expanding their product lines to include sunglasses, fragrances, and more. This rapid expansion led to a financial downfall for the Gucci brand, and in 1993 Maurizio Gucci sold the remaining 50% of the company to Investcorp.
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