Italy: a key territory for Kering
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April 10, 2021
Italy: a key territory for Kering
Home to several of the Group’s most celebrated Houses and a hub of artisanal excellence, Italy plays a central role in Kering’s strategy and identity. This article was first published in April 2021 and updated with new information in March 2025.
Kering is a global Group with French roots, but Italy has long held a foundational place in its history and growth. It was here that the Group began its transformation into a pure player in the Luxury sector with the acquisition of an initial stake in Gucci Group in 1999, followed by Bottega Veneta in 2001. This period also saw the arrival of other iconic Houses into the Kering portfolio, including Saint Laurent, Boucheron, and Balenciaga.
Today, Italy is both a strategic and organizational cornerstone for Kering. The country hosts over 13,700 employees – more than a quarter of the Group's global workforce of 47,000. Italian brands represent more than half of Kering’s portfolio: Gucci, Bottega Veneta, Brioni, Pomellato, DoDo, and Ginori 1735, alongside Kering Eyewear, which has been developed locally since its creation in 2014. This strong Italian presence, combined with French heritage, gives Kering its unique cross-cultural character.
The two countries also share a rich history of culture, art, and creativity – values that shape Kering's vision of luxury.
The excellence of Italian craftsmanship
Italy is renowned for its heritage, craftsmanship and world-class expertise in leather goods, tailoring and eyewear. Its distinctive economy – a network of agile, highly specialized small businesses – offers an ideal environment for luxury to flourish. Tuscany, with its centuries-old leatherworking tradition, is a prime example of the excellence that underpins the “Made in Italy” reputation.
Even before joining Kering, Italian Houses like Gucci, Bottega Veneta, Brioni, Pomellato, and Ginori 1735 were recognized for their know-how, courtesy of longstanding artisan tradition and deep roots in their respective regions. Under Kering's ownership, each House has maintained its unique heritage while receiving strategic investments to support growth.
By joining the Group, these Houses have enriched Kering with their history and expertise, but above all with the talent and passion of their teams. Kering’s success and continued growth is powered by these individuals. Their impact is felt across the organization, including within the Executive Committee, where Italian voices are strongly represented. In all the Houses, as in the Group's corporate departments, Italian resonates as much as French and English!
Beyond its Italian-born brands, other Kering Houses also draw on Italian craftsmanship. Not far from Gucci’s, Saint Laurent operates a leather workshop in Scandicci, Tuscany, and produces its shoe collections in Vigonza, Veneto. In 2021, Balenciaga expanded its manufacturing presence with a 10,000-square-meter site near Florence dedicated to leather goods and training. Meanwhile, McQueen—though firmly rooted in the UK—partners with skilled artisans in Tuscany and Lombardy.
Kering’s impact on Italy
Since its earliest Italian acquisitions, Kering has demonstrated its commitment through substantial and sustained investment. The Group has expanded and modernized the production capacities of its Houses, creating workshops, manufacturing sites, and distribution hubs that drive growth.
Bottega Veneta's remarkable transformation illustrates this approach. When Kering acquired the brand in 2001, it operated just 20 directly-owned stores and generated around €30 million in annual revenue. By 2024, its sales had reached €1.7 billion, with over 300 boutiques worldwide.
Kering Eyewear tells a similarly compelling story. Launched in 2014 as a startup-style venture to develop in-house eyewear expertise, it has since become an industry leader, with a distribution network spanning 150 countries. In 2019, Kering Eyewear opened its own logistics center in Vescovana, close to its headquarters at Villa Zaguri near Padua. Today, a very significant portion of its production is handled by skilled Italian suppliers, contributing to ongoing job creation. And the company is still growing.
Preserving Italian know-how
Kering’s commitment to Italy also means protecting the skills and traditions that have defined its Houses for generations. That commitment is visible in how the Group invests in passing on artisanal know-how.
In 2024, Brioni reopened its tailoring school, the Scuola di Alta Sartoria, reinforcing its position as a center of excellence for future master tailors. That same year, Brioni received the SFA Craft and Artisanship Award at the Camera Nazionale della Moda Italiana (CNMI) Sustainable Fashion Awards, recognizing its exceptional craftsmanship and efforts to balance traditional techniques with responsible innovation.
At Bottega Veneta, the Scuola dei Maestri Pellettieri serves as a permanent workshop for training in high-end leatherworking, alongside its Accademia Labor et Ingenium in Veneto. Pomellato has also invested in training the next generation of goldsmiths and silversmiths, through a partnership with Milan’s Galdus school.
Gucci, too, has made significant investments in knowledge sharing. In 2018, it launched a dedicated training program for professional development. The same year, the brand opened Gucci ArtLab, a groundbreaking 37,000-square-meter space combining production and R&D for leather goods and footwear. Nearly 1,000 people work there today, alongside a network of local suppliers. This major investment showcases Kering's commitment to Italian creativity and craftsmanship while embracing innovation, sustainability, and circularity across the entire production cycle.
Looking ahead: innovation and sustainable growth
Sustainability and innovation are woven throughout Kering's strategy – and its presence in Italy reflects that. The Material Innovation Lab (MIL) is dedicated to the sourcing of sustainable materials and fabrics. Located in Milan, the MIL is both a library of sustainable fabrics, enabling Kering’s design teams to better understand sustainable materials, and a driver of change within a very complex supply chain.
Kering’s latest infrastructure investments in Italy are also designed to meet the challenges of a rapidly evolving sector. Rising e-commerce, shifting consumer expectations, and growing production demands have led the Group to optimize its logistics worldwide. In 2021, for its European operations, Kering selected Italy as the site for its new logistics platform in Trecate, near Milan. This project aligns with the Group's long-term vision, ambitious goals, and a commitment to innovation and sustainability. It serves as a strategic tool for pooling resources and creating lasting value.
Kering’s decision to anchor this project in Italy underscores the country’s central role in its strategy – a place where heritage and innovation converge to power the Group's future growth.