The business model

Excellence, Made in Italy craftsmanship, exclusivity, Lifestyle, contemporaneity and continuous creative research are the pillars of our corporate identity and Casa di Moda.

The foundations of the business model are strongly anchored to the distinctive features identifying the brand and positioning it at the top end of the luxury segment: top-notch quality when procuring raw materials, excellence in craftsmanship and manual work, as well as an exclusive prêt-à-porter proposal, the expression of true Made in Italy, appreciated by sophisticated consumers as a form of “contemporary lifestyle”.

The exclusive, excellent offering goes hand in hand with the preservation of values making up the company’s DNA: dignity of profit and special relationship with the surrounding territory, in a “gracious” and constant development and growth project.

These themes represent a value proposition for customers too, who are always receptive to ethics and sustainability and keen on gaining a thorough knowledge of the production process of the single products.

These are the principles on which our Casa di Moda has laid the foundations of its long-term development plan: a business model that stems from our idea of Humanistic Capitalism and Human Sustainability.

Brunello Cucinelli’s offering features excellent quality and typical Made in Italy craftsmanship, with a range of products that originate in the region’s heritage and identity but subsequently pursues contemporary creative contents. Its exclusive distribution is limited to monobrand boutiques in the main luxury high streets of worldwide cities and to prestigious sales spaces in selected multibrand boutiques and Luxury Department Stores.

The creative design of collections and development of samples is carried out at the Casa di Moda by a creative team of 60 people who work together with over 100 tailors on a daily basis, highly specialized professionals who cherish and pass on their expertise, while striving to combine innovation, creativity and manual skills.

The manufacturing and production of collections, where the manual (needle-and-thread) component accounts for 52%, takes place exclusively in Italy and is entrusted to approximately 400 independent highly-specialised artisan workshops mostly based in close proximity to the factory, in Umbria, as well as to selected Italian production sites, specifically in Tuscany, Marche and Veneto. 

The business model

Distinctive elements representing the company’s DNA .

Brunello Cucinelli Investor business model Brunello Cucinelli Made in Italy business model

Italian craftsmanship

Manufacture through highly specialised artisanal laboratories,
all of which are based in Italy and most are located
very close to the company in Umbria.