Summit success: Moncler posts 6% growth in Asia

On April 16, Moncler Group reported its financial results for Q1 2025, posting a 1% YoY increase in overall revenue to 829 million euros ($943 million), slightly surpassing analyst expectations. The Moncler brand contributed 721.8 million euros ($821 million) to that total, a 2% YoY increase at constant exchange rates. Direct-to-consumer (DTC) sales rose by 4%, a notable achievement given the high base set during the same period last year — reflecting the brand’s continued resilience and stable growth momentum. Among all markets, Asia stood out with a 6% YoY increase, fueled by strong demand from mainland China and Japan. Meanwhile, Stone Island posted revenue 107.3 million euros ($122 million), a 5% decline at constant exchange rates. However, its DTC channel delivered a 12% increase, with all regions showing positive growth — Asia once again proving particularly strong. The wholesale segment fell 19%, due in part to a shift in shipment timing from Q1 to Q2, as well as the brand’s ongoing efforts to streamline distribution and elevate retail quality through a more selective channel strategy. Beyond its solid start to 2025, Moncler Group also wrapped up the 2024 fiscal year on a high note, reporting a 4% YoY increase in total revenue to 3.11 billion euros ($3.5 billion). Commenting on the performance, Chairman and CEO Remo Ruffini said: “The beginning of the year was marked by ongoing macroeconomic and geopolitical complexities, which we continue to navigate with strong operational discipline and sharp focus on our brand-first strategy. This approach enabled us to achieve solid growth in the DTC channel across both brands in the first quarter, despite an exceptionally high comparable base.” Moncler has long focused on strengthening its brand equity through a combination of creative initiatives, strategic consistency, and long-term investment. Cultural localization plays key role in Asia success Asia led the Group’s performance this time, driven by a strategic, long-term approach to local market engagement. In October last year, Moncler staged its immersive global premiere of Moncler Genius — The City of Genius 2024 in Shanghai. With immersive storytelling and a multi-sensory brand experience, the event became a landmark moment in luxury marketing — capturing significant attention both in China and globally, and reinforcing Moncler’s reputation for cultural relevance and creative ambition. Through collaborations with 10 globally recognized creatives — including A$AP Rocky and Rick Owens — Moncler Genius conveyed its vision through a city made up of 10 distinct “districts,” each rooted in a different aesthetic universe, from nature and outdoor exploration to futuristic technology. The immersive, multidimensional experience offered a unique journey for each visitor, enhancing both emotional engagement. Moncler further localized the event by involving Chinese talents such as artist Xu Bing and rising actress Chen Lijun, integrating contemporary art with Chinese culture. This deliberate embrace of local voices reflected the brand’s nuanced understanding of cultural relevance. The event quickly gained traction on social media, with related hashtags on Xiaohongshu (also known as RedNote) surpassing 7 million views — underscoring Moncler’s digital resonance in China. Moncler Grenoble reinforces luxury outdoor leadership More recently, Moncler hosted a high-concept brand experience for Moncler Grenoble in Courchevel, France. The event — elegantly staged in the luxury ski resort — offered another compelling expression of the group’s long-term value strategy. It not only elevated the brand’s positioning in the premium outdoor segment, but also generated meaningful results in product storytelling and community engagement. At a time when “slowing growth” has become the prevailing narrative across the industry, the group’s commitment to long-termism stands out more than ever. As Remo Ruffini puts it: “The year has just begun, and while the macroeconomic picture remains highly unstable, our commitment to combine creativity and innovation with operational flexibility and financial rigour will continue to define our path ahead.”

Summit success: Moncler posts 6% growth in Asia

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Published April 17, 2025

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Summit success: Moncler posts 6% growth in Asia