Moncler sees 12% revenue surge as luxury brands navigate global instability

Moncler Group reported a robust 12% year-over-year revenue increase to €880.6 million for the first quarter of 2026, signaling a surprising resilience within the luxury sector amidst ongoing global uncertainty. The figures, unveiled Tuesday, demonstrate a deeper connection between these brands and their international communities than simple sales numbers suggest.

Strategic shift and brand momentum

Remo Ruffini, transitioning from CEO to executive chair, emphasized a renewed focus on brand integrity and agility, noting that the company’s success – fueled by Asia (up 22% to €433 million) and the Americas (7% to €95 million) – reflects a strategic response to a challenging environment. This isn’t just about hitting targets; it’s about anchoring the brand’s identity in a world grappling with conflict and instability.

Bartolomeo Rongone, now chief executive, is steering the ship, prioritizing sustained growth and a steadfast commitment to the brands’ core values. The arrival of Leo Rongone on board further reinforces this determination. Luciano Santel, the group’s chief corporate and supply officer, highlighted the potential in the US market, acknowledging significant brand awareness in major cities despite a slower uptake in smaller regions – a strategy they’re actively addressing with targeted store openings.

Regional performance and strategic moves

While EMEA saw a slight dip of 1%, down to €238.5 million – primarily due to subdued tourism – Asia and the Americas proved critical drivers. Stone Island, experiencing a period of recovery, achieved a remarkable 25% growth in Asia, boosted by double-digit increases in Korea, Japan, and China. The brand’s American revenues surged 24% to €7.5 million, demonstrating a growing appetite for its distinctive aesthetic.

The Winter Olympics provided a noteworthy boost, with Moncler Grenoble collaborating with Brazilian artist Oskar Metsavaht on Team Brazil’s uniforms. But the company’s long-term vision extends beyond seasonal peaks. Santel revealed plans to establish Moncler as an “all-year-round brand,” starting with the ‘Have a Puffy Summer’ campaign featuring Jamie Dornan. This ambitious move signals a deliberate shift away from the traditional winter-centric approach.

Despite the current headwinds, Moncler remains cautiously optimistic, projecting continued growth and a dedication to remaining responsive to an increasingly complex global landscape. The fact that they’re investing in a summer campaign, traditionally a weaker period, speaks volumes about their confidence and strategic foresight.