Brunello Cucinelli has announced an upward revision to its 2024 sales projections, anticipating an 11% to 12% increase in revenue. By region, sales in the US are expected to grow 15% to 17%, Asia by 12% to 14%, and Europe by 5% to 7%. Notably, sales in the Chinese market are projected to rise 10% to 12%, defying broader economic trends. The company emphasized the enduring appeal of luxury, stating that the demand for high-end products remains steadfast and may even strengthen. However, Brunello Cucinelli warned against excessive price increases, cautioning that such actions risk alienating even the wealthiest customers.