Brunello Cucinelli Breaks $1 Billion Barrier; Defends Strategy Against Russian Criticism

Brunello Cucinelli confirms its targets. The Italian firm maintains an annual growth forecast of 10% after closing the first nine months of 2025 with sales of €1.019 billion, up 10.8% at current exchange rates and 11.3% at constant exchange rates. This is the first time that the company has surpassed the €1 billion barrier before the end of the year.

By region, Asia was the growth driver, with a rise of 15.6% to €283.4 million and a weight of 27.8% of the total. In the first nine months, Europe grew by 8.9% to €370.6 million, with Italy contributing €120.9 million, up 9.7%. In the Americas, the company posted a turnover of €365.6 million, up 9.2%.

In Russia, business has declined significantly. Whereas in 2021 it accounted for 9.3% of turnover, in the first three quarters of 2025 it contributed €14.8 million, equivalent to 1.4% of the total, compared with 2.7% a year earlier.

By channel, retail, which accounts for 63.2% of the business, grew by 11.4% to €644.8 million, driven by the contribution of the new openings in Abu Dhabi and Shanghai. Wholesale, with a weight of 36.8%, advanced by 9.7% to €374.8 million.

Brunello Cucinelli grows thanks to Asia in the first nine months of the year

The company highlighted the good start of the autumn-winter collection and the positive reception of the spring-summer 2026 sales campaign, with “very positive” comments during the last Milan Fashion Week.

In parallel, the Italian luxury firm specializing in cashmere has been forced to respond to the report by Morpheus Research, which accused the company of misleading investors about its business in Russia and its discounting policy. The document caused a 19% plunge in the stock market a week ago, the largest in its history.

The company has reiterated that its three major stores in Russia remain closed since the introduction of sanctions in 2022 and has defended that its subsidiary “fully respects European regulations”. The group is considering legal action against Morpheus to protect its reputation.

As for the future, Brunello Cucinelli stressed the strength of its business model and recalled that its commercial strategy is based on preserving exclusivity while maintaining an “adequate and balanced” inventory level.

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.