Versace’s new course within Prada: creativity, distribution and retail strategy

Pradacloses the2025 con growing accountsand his gaze is already turned to the next chapter of his lifeindustrial history: l’integration of Versace. L’acquisition della maison fondata da Gianni Versacecompleted on December 2 with the purchase by the US groupCapri Holdingsmarks the beginning of a path that management imagines to be long and gradual, destined to redefine the profile of the company over timeinternational luxury company.

La maison milanese considera Versace un complementary brandcompared to the existing portfolio. “Versace represents a unique expression ofmodern eleganceand constitutes a highly complementary addition to the existing portfolio ofPrada Group“, afferma Lorenzo Bertellipresident and executive director. According to Bertelli the brand enters the company with severalstrengths: una consolidated global notorietya basis oflarge clienteleand with limited overlap compared to that of Prada, strong legitimacy inhigh fashionand in the main onesproduct categorieswith balance between men and women, as well as a relevant onecultural presence e a un rich creative archive.

“This is why we believe the brand offers multiple levels ofgrowth still untapped” he specifies. The path ofdevelopmenthowever, it will be progressive. “We are aware that it will not be a task to be achieved overnight, but a path towardsfull potential of the brand“, explains Bertelli, indicating the need to carefully calibrate times and priorities. Among the levers identified to strengthendesirability of the brandthere is also therelaunch of Atelier Versacethe historic line ofhigh fashionfounded by Gianni Versace and considered the most exclusive expression ofcreativity of the maison.

Reorganization of the offer and new creative vision

In parallel, areordering of the offer: le collectionswill be simplified and eliminated isub-brandswith the interruption ofVersace Jeans Coutureand the maintenance of a singleidentityfor the lines ofready-to-wearand for the main onesproduct categories. The first collection of the new course, signed byPieter Muliernamedchief creative officerwill be presented at the beginning of next year and will have to define acreative visionrooted in the spirit and inOriginal DNA of the brand.

Distribution repositioning and operational integration

At the same time, arepositioning of the distribution. “We will progressively shift our attention towardssales qualityil full price e una more selective distribution“. In parallel, the aim is to strengthen theretail executionin shops and to improve thenetwork productivity. Meanwhile, the process continuesoperational integrationtogether withseparation from Capri Holdingsexpected in the second half of2026. The plan also includes therationalization of the off-price channeland practicesmarkdown.

Prada’s financial impact and solid results

L’integrationwill also have effects onresults in the short term. As the CEO explainedAndrea Guerrail consolidation of Versace avrà “un dilutive effect on the Ebit margin in 2026“, while the objective remains that of “resuming a path ofgradual increase in margins a partire dal 2027“, confirming at the same time the ambition of onegrowth above the market average. Il Versace projectfits into a context ofsolid results. Nel 2025 Prada ha registrato revenues of 5.718 billion eurosin 9% growthat constant exchange rates (+5% at current exchange rates) and 8% at organic level, continuing a series of20 consecutive quarters of growth. Le vendite retailthey achieved5.102 billion. L’net profitrose 2% to852 million euros.