Brunello Cucinelli Eyes Record-Breaking 2025 with Forecasted 12% Growth

Brunello Cucinelli keeps up the pace. The Italian luxury company expects to close 2025 with a turnover increase of between 11% and 12% at constant exchange rates, above expectations at the beginning of the year, and around 10% at current rates. The company defines the year as one of “excellent results” in terms of turnover, profits and brand image, and maintains for 2026 the target of a “healthy” sales increase of close to 10%.

The company anticipates a “very positive” fourth quarter, with double-digit growth at constant rates and in line with the performance of the third quarter, on a more demanding basis of comparison. Cucinelli stresses that the good sales throughout the year allow us to imagine a higher increase in business than initially expected.

On the commercial front, the growth driver continues to be the retail network, with “very interesting” increases on a like-for-like basis and the support of new openings. The wholesale channel maintains a stable base of around 400 customers, including specialized boutiques and luxury department stores. The offer remains focused on ready-to-wear, which represents approximately 85% of the business, while accessories account for 15%, with a balance that the company describes as “in perfect harmony” between men’s and women’s wear.

At the same time, the company has commissioned Mediobanca to implement a buyback program of up to 100,000 ordinary shares, equivalent to approximately 0.15% of the share capital. The buyback will be allocated to the 2024-2026 plan for the CEOs and other beneficiaries among directors and employees of the company and its subsidiaries. The maximum expected payout, calculated on the basis of the closing price on December 9th, amounts to approximately €10.19 million.

Brunello Cucinelli expects 10% growth by 2026

The group will also launch in mid-January 2026 a new ecommerce based on artificial intelligence, developed on Solomei AI’s Callimacus platform. The company describes it as a digital environment capable of “reasoning” and interpreting the visitor’s intention, with the aim of offering a personalized experience at every moment and opening a new stage in its relationship with the customer.

Brunello Cucinelli surpassed the €1 billion barrier for the first time in the first nine months of the year, with sales of €1 billion and growth of 10.8%. The advance was supported by the strength of Asia, where turnover rose 15.6% to €283.4 million euros, and by the strength of retail, which accounted for 63.2% of the business and grew 11.4% to €644.8 million. Europe increased its sales by 8.9% to €370.6 million, Italy by 9.7% to €120.9 million and the Americas by 9.2% to €365.6 million, while wholesale increased by 9.7% to €374.8 million.

At the same time, the company was forced to defend its model after a report by Morpheus Research accused it of misleading investors about its business in Russia and its discounting policy, which led to a 19% plunge in the stock market, the biggest in its history. The group reiterated that its three major stores in the country remained closed since 2022, that its subsidiary “fully respected European regulations” and that it was considering legal action to protect its reputation.

Founded in 1978, the company maintains its headquarters in the medieval village of Solomeo in Umbria and employs some 3,300 people. Its founder continues as executive chairman and creative director and has articulated a family succession to ensure the long-term continuity of the project.